1 Ravi Vatrapu 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: Facebook: Etherpad: Thursday, 24-Feb-2011 EB22: Online Marketing: Lecture 10 Auditorium 4, ITU, Copenhagen, Denmark

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

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 3

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 4

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 5

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) 6

Implications of Cognitive Filtering 1.Accurate targeting of an online consumer’s “in- group” online spaces 2.Online market segmentation 3.Online communities 7

Discussion 8 Exercise 08: Change Blindness