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Exploring The Role Of Culture In Online Searching Behavior From A Cognitive Perspective, Sara Chizari

Theses and Dissertations

This research investigates differences in Web search behavior from a “cultural cognition” perspective, which was introduced by Nisbett and Norenzayan (2002). To explore the impact of culture and thinking styles on searching behavior is the objective. The overarching hypothesis is that there are cultural differences in cognitive styles and that these differences may lead into different searching behaviors. The findings help search engine designers provide an adaptive navigation support to users from different cultural backgrounds and cognitive styles. The fundamental research question underpinning this research becomes what are the relationships between users’ cognitive styles and cultural background, and their Web …