behaviors and belief dynamics 1 Yoshikawa-Ma Laboratory, Kyoto University Suppanut Pothirattanachaikul Kyoto University Takehiro Yamamoto University of Hyogo Yusuke Yamamoto Shizuoka University Masatoshi Yoshikawa Kyoto University
information and carefully verify information[1,2] 3 [1] K.R. Garrett and P. Resnick (2011).: Resisting political fragmentation on the internet. [2] Y. Yamamoto et al. (2018) .: Web access literacy scale to evaluate how critically users can browse and search for web information. i.e. issue more queries, verify authors’ information green tea pills lose weight green tea pills evidence green tea pills risks (a) issue more queries (b) verify author’s information Green tea for weight loss ? Dr. Yamada Taro (MD.)
that confirms their beliefs[3] 4 [3] R. W. White (2013) .: Beliefs and biases in web search This phenomenon is known as “confirmation bias” Green tea is helpful for weight loss green tea pills Benefit of green tea pills Buy green tea pills
that confirms their beliefs[3] 5 [3] R. W. White (2013) .: Beliefs and biases in web search Green tea is helpful for weight loss green tea pills Benefit of green tea pills Buy green tea pills Evidence that green tea is not helpful for weight loss This phenomenon is known as “confirmation bias”
information affect confirmation bias[4] 6 i.e. low quality and belief-consistent information mitigates confirmation bias[5] [4] L. Festinger (1964) .: Conflict, decision and dissonance [5] I. Hernandez (2012).: Disfluency disrupts the confirmation bias Green tea is helpful for weight loss Green tea is not helpful Anonymous author
information affect confirmation bias[4] 7 i.e. low quality and belief-consistent information mitigates confirmation bias[5] [4] L. Festinger (1964) .: Conflict, decision and dissonance [5] I. Hernandez (2012).: Disfluency disrupts the confirmation bias Is green tea really helpful ? Green tea is not helpful Anonymous author
credibility on the users’ search behaviors and belief dynamics 8 Green tea is helpful for weight loss Green tea is not helpful Dr. Yamada Taro Opinion: Inconsistent Credibility: High
credibility on the users’ search behaviors and belief dynamics 9 green tea pills lose weight green tea pills evidence green tea pills risks Green tea is not helpful
etc. Research Question 1 10 RQ1 How do opinions and credibility encourage or discourage searchers to perform the careful information search ? Green tea is not helpful Dr. Yamada Taro Opinion: Inconsistent Credibility: High
affect searchers’ belief dynamics ? Green tea is not helpful Dr. Yamada Taro Green tea is effective Before ! Green tea is NOT effective After ! Opinion: Inconsistent Credibility: High
search behaviors and belief dynamics ? Green tea is effective Before ! Green tea is NOT effective After ! - Issue more queries - Click on more documents - etc. ?
queries • Belief-inconsistent opinions also encourage participants to alter their beliefs • Belief dynamics and the effort on search process had few relationships 13
prior belief, a belief before performing a search Factor (1/2) - Opinion Prior Belief: Dairy Products are helpful Consistent Dairy products are not helpful Inconsistent Dairy products are helpful
each search task T1 : Are dairy products effective in improving hypertension ? Dairy products are effective Dairy products are NOT effective Supporting Opposing Factor (2/2) - Opinion
(2003) .: Persuasive technology Using computers to change what we think and do Low Credibility High Credibility [Clean, clear, and simple] In this study, credibility is judged in accordance to the visual styles Factor - Credibility
all queries dairy products hypertension Dairy product does not improve hypertension … hypertension Dairy product does not improve hypertension … Search System
randomly assigned to one of the four medical yes-no questions[10] Task# Questions 1 Are dairy products effective in improving hypertension? 2 Are Isoflavones effective in relieving high cholesterol? … [10] Y Yamamoto et al. (2018) .: Web access literacy scale to evaluate how critically users can browse and search for Web information
symptom and remedy Instruction “ Hypertension tends to be a disease of the heart and vasculature… that dairy products Symptom Remedy please conduct a web search to examine whether dairy products are effective in improving hypertension.”
Condition: Inconsistent, High Credibility Dairy product does not improve hypertension Controlled Document … “Participants were allowed to issue any queries or click on any documents”
posterior beliefs Benefit of Diary Products http://www.dairyp.com Buy Diary Products http://www.buydairy.com Please select the document that support your belief
had disturbed or bothered them during the search task ◦ To filter out the participants who noticed the search results manipulation If anything bother you about our search task、 please feel free to write here (optional)
• Duration: July 10 to August 3, 2018 • # of search sessions: 822 Gender Education Search Engine Usage Male: 120 Female: 149 N/A: 6 University 70 Non- University 160 N/A: 45 Rarely use: 1 Several times a week: 22 Once a day: 47 More than once a day: 205 [*] Participants were recruited from Lancers.jp; Japanese crowd-sourcing service
etc. RQ1 (1/4) - Background 32 RQ1 How do opinions and credibility encourage or discourage searchers to perform the careful information search ? Green tea is not helpful Dr. Yamada Taro Opinion: Inconsistent Credibility: High
credibility encourage or discourage searchers to perform the careful information search ? • Answer: Belief-inconsistent opinions encouraged the participants to issue more queries. • However, a further study is needed since the difference seems not large
credibility affect searchers’ belief dynamics ? Green tea is not helpful Dr. Yamada Taro Green tea is effective Before ! Green tea is NOT effective After ! Opinion: Inconsistent Credibility: High
alter their belief to the opposite polar( ) Inconsistent, High Credibility No Lean-No Lean- Yes Yes No 51.62% Lean No 71.43% Prior Belief Posterior Belief Inconsistent, Low Credibility No Lean-No Lean-Yes Yes No 51.62% Lean No 75.76% Prior Belief Posterior Belief 1 1 1
their beliefs in the same polar ( , ) ◦ They were less likely to retain their beliefs when it presented in low credibility ( ) 38 Consistent, High Credibility No Lean- No Lean- Yes Yes No 80.85% Lean No 71.88% Lean Yes 84.61% Yes 100.00% Prior Belief Posterior Belief Consistent, Low Credibility No Lean- No Lean- Yes Yes No 75.68% Lean No 55.55% Lean Yes 84.21% Yes 100.00% Prior Belief Posterior Belief 3 3 4 4 3 4 4
participants to alter the belief • Belief-consistent strengthen the confirmation bias RQ2 How do opinions and credibility affect searchers’ belief dynamics ?
queries • Belief-inconsistent opinions also encourage participants to alter their beliefs • Belief dynamics and the effort on search process had few relationships 40
process had few relationships 41 Alter Retain M M # of Consistent Clicks 0.70 1.83 # of Inconsistent Clicks 3.10 1.65 RQ3 Is there any relationship between search behaviors and belief dynamics ?
at the higher rank ◦ So that, it encourage users to perform careful information search 42 Green tea is helpful for losing weight Green tea weight loss Green Tea pills are risky …
opinion and credibility of a document on the users’ search behaviors and belief dynamics • Method ◦ Conducted a user study to investigate the effect of different opinions and credibility levels on the participants’ search behaviors • Result ◦ Belief-inconsistent opinions encourage participants to issue more queries ◦ Belief-inconsistent also encourage participants to alter their beliefs ◦ Belief dynamics and the effort on search process had few relationships 44