ABSTRACT
The explosive growth of web content has brought many information sources literally to the fingertips of Internet users, but not sans ennui; effective utilization of available information has become a significant challenge. The deluge of information has significantly increased the cognitive load on users in its processing. For example, several airlines may offer tickets at different prices for intercity travel, and several travel websites may compete with each other in offering “combo” offers with air-tickets, hotels and local taxi services. Exploring the websites to select an optimal offer takes significant time and effort on the part of a user.
