Download presentation
Presentation is loading. Please wait.
1
1 Ravi Vatrapu vatrapu@cbs.dk 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-EB22http://www.itu.dk/~rkva/2011-Spring-EB22 Facebook: http://www.facebook.com/group.php?gid=133258548012http://www.facebook.com/group.php?gid=133258548012 Etherpad: http://ietherpad.com/7y3drhMCnqhttp://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 2
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 3
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 4
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 5
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) 6
7
Implications of Cognitive Filtering 1.Accurate targeting of an online consumer’s “in- group” online spaces 2.Online market segmentation 3.Online communities 7
8
Discussion 8 Exercise 08: Change Blindness
Similar presentations
© 2025 SlidePlayer.com. Inc.
All rights reserved.