Databases Reference
In-Depth Information
We also see the application of the principle of least effort in sponsored search
in the searching attributes of potential customers. Queries are extremely short [
28
].
There is limited viewing of results or result pages [
29
,
30
]. There is limited viewing
of results below the fold [
31
]. Session duration is very limited [
32
]. Time on a Web
site is restricted [
29
]. All of these behaviors point to the same thing: Searchers will
expend the least amount of effort possible to get satisfactory results.
The uncertainty principle.
The uncertainty principle [
33
] states that the earlier
stages of information searching are initiated by a lack of understanding or a limited
knowledge, and this cognitive state is uncertainty. The affective symptoms of uncer-
tainty are associated with being vague and unclear about a search topic. The level of
uncertainty is connected to information desired and search tactics [
34
]. Certainly, this
makes intuitive sense, but it is important to be clear about what is the motivation for
a person to search. A focus on the uncertainty helps in this regard.
Generally, uncertainty deals with a state of limited knowledge by a user in a given
context. This uncertainty may be how to express a need, what that need means, or the
changing of previously held beliefs.
As the information search progresses, the searcher develops a clearer focus of
the topic and a shift occurs from feelings of uncertainty, confusion, and frustration
to feelings of increased confidence. The uncertainty principle is closely related to
sense-making's concept of a gap or discontinuity [
35
] that the individual concep-
tualizes in a certain situation. This situation does not permit the individual to move
forward without obtaining new knowledge and constructing a changed sense. Based
on new information obtained, the individual can move to bridge the gap and proceed
after crossing the gap. The uncertainty principle is also inherent in the Anomalous
States of Knowledge (ASK) model [
36
] of information seeking.
In sponsored search, as with most concepts of consumer search, there is an
assumption of the reduction of uncertainty concerning a product choice.
Information obtainability.
A construct that has clear impact on sponsored search is
the notion of information obtainability. That is, the more accessible the information,
the more likely it is that people will use that information. Stated explicitly, “The
more difficult and time consuming it is for a customer to use an information system,
the less likely it is that he [sic] will use that information system” [
37
, p. 46]. Phrased
more succinctly,
information will be used in direct proportion to how easy it is to
obtain
[
38
]. In fact, the entire concept of Web search has been concerned with mak-
ing it easier for the searcher to access online information.
What do we know about the intent of the individual searcher?
In addition to the theoretical constructs of the principle of least effort, the uncertainty
principle, and information obtainability, we can also determine with increased accu-
racy the topic (i.e., what is the subject of the searcher's query) and the intent (i.e.,
what type of content the person is searching for).
The topic of a term is related to the use of the word, an inherent aspect of language
and communication. Like most words in the English language, key phrases can be
