Internet search process affects cognition, emotion

Readers' physiological responses to online content provides new insight for advertisers

		IMAGE: "Web site sponsors might consider increasing their advertising on pages that tend to be accessed via search engines, " said Kevin Wise, assistant professor of strategic communication and co-director of the... Click here for more information.

COLUMBIA, Mo. – Nearly 73 percent of all American adults use the Internet on a daily basis, according to a 2009 Pew Internet and American Life Project survey. Half of these adults use the Web to find information via search engines, while 38 percent use it to pass the time. In a recent study, University of Missouri researchers found that readers were better able to understand, remember and emotionally respond to material found through "searching" compared to content found while "surfing."