Image credit: Pande et al. 2022Abstract
This paper explored online search as a problem of limited attention. Although the internet reduces the practical cost of finding information, consumers do not necessarily search more extensively. Using clickstream data, the study showed that people face a trade-off between looking across more alternatives and spending more time evaluating each one. The work highlights a key principle for digital analytics and highlights that online behaviour is not driven by information availability alone. It is shaped by attention, cognitive effort and competition between alternatives.
Shashwat M. Pande
Data, Models, Decisions.
My research interests include behavioural decision-making, experiment design, data science and interactions between humans, models and decision-making environments involving risk, uncertainty and/or ambiguity.