Exploring the immediate and short-term effects of peer advice and cognitive authority on Web search behavior.

An individual's Web search behavior can be influenced by a number of factors, including features and functions of a search engine as well as search education. In contrast to the long-lasting attention to the algorithm and interface dimensions of search, there is a lack of research concerned with the potential effects of user education on search behavior. To address this gap, we ran a three-session field-lab-combined study to examine the effects of user education from two distinct sources – peer advice and cognitive authority (operationalized as video-based student's advice and expert's advice respectively) – on Web search behavior in two different search task scenarios (i.e., factual specific and factual amorphous tasks). We also tested if these behavioral effects persist for a short period of time when the explicit search tips are removed. Using 185 task session data generated by 31 participants in two field and one lab sessions, this study demonstrates that: (1) both peer advice and cognitive authority are effective in stimulating immediate behavioral changes in Web search; (2) the immediate behavioral impact of search advice is broader in factual amorphous task than in factual specific task; (3) framing search tips as the advice from cognitive authority is more likely to generate continuing, short-term effects on Web search behaviors. This research has implications for the design of task-aware user education as well as the study of users’ interactions with IR systems in general.