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Cognitive Filtering of Internet Content PowerPoint Presentation
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Cognitive Filtering of Internet Content

Cognitive Filtering of Internet Content

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Cognitive Filtering of Internet Content

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  1. Cognitive Filtering of Internet Content • Hood, K., & Schumann, D. (2007). The Process and Consequences of Cognitive Filtering of Internet Content: Handling the Glut of Internet Advertising. Chapter 08 of Internet Advertising. • Course Portal: http://www.itu.dk/~rkva/2011-Spring-EB22 • Facebook: http://www.facebook.com/group.php?gid=133258548012 • Etherpad: http://ietherpad.com/7y3drhMCnq • Thursday, 24-Feb-2011 • EB22: Online Marketing: Lecture 10 • Auditorium 4, ITU, Copenhagen, Denmark

  2. The Internet Revolution Traditional Media Newspapers Radio Television SMEs and MNCs Virtual Storefronts Brand Comparisons Travel and Tourism Government Education Libraries

  3. Human Information Processing-1 Sometimes there can even be too much of a good thing Limited Cognitive Capacity Information Overload Clutter Effects Sensation, Perception, Attention, Cognition, Action

  4. Human Information Processing-2 Contextual Cuing Situations influence perception Task demands influence attention Knowledge, skills and abilities influence cognition and action Internet Search Process Circuitous Process Decision Heuristics

  5. Cognitive Filtering Learning in and of itself is selective (Broadbent) Cognitive filtering is a coping mechanism Internet Search: Two Primary Goal States Information-seeking goal state Desired Experiential State Moderators of Cognitive Filtering Individual Differences Situational Influences

  6. Consequences of Cognitive Filtering Restriction of exposure to diversity Intergroup-bias First-order effects (confirmation bias) Second-order effects (inaccuracies) Third-order affects (restricted action)

  7. Implications of Cognitive Filtering Accurate targeting of an online consumer’s “in-group” online spaces Online market segmentation Online communities

  8. Discussion Exercise 08: Change Blindness