1 / 8

Cognitive Filtering of Internet Content

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

nerina
Download Presentation

Cognitive Filtering of Internet Content

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  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

More Related