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Beyond position bias: examining result attractiveness as a source of presentation bias in clickthrough data

Yue, Yisong and Patel, Rajan and Roehrig, Hein (2010) Beyond position bias: examining result attractiveness as a source of presentation bias in clickthrough data. In: Proceedings of the 19th international conference on World wide web. Association for Computing Machinery , New York, pp. 1011-1018. ISBN 978-1-60558-799-8. https://resolver.caltech.edu/CaltechAUTHORS:20140910-141508773

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Abstract

Leveraging clickthrough data has become a popular approach for evaluating and optimizing information retrieval systems. Although data is plentiful, one must take care when interpreting clicks, since user behavior can be affected by various sources of presentation bias. While the issue of position bias in clickthrough data has been the topic of much study, other presentation bias effects have received comparatively little attention. For instance, since users must decide whether to click on a result based on its summary (e.g., the title, URL and abstract), one might expect clicks to favor “more attractive” results. In this paper, we examine result summary attractiveness as a potential source of presentation bias. This study distinguishes itself from prior work by aiming to detect systematic biases in click behavior due to attractive summaries inflating perceived relevance. Our experiments conducted on the Google web search engine show substantial evidence of presentation bias in clicks towards results with more attractive titles.


Item Type:Book Section
Related URLs:
URLURL TypeDescription
http://dx.doi.org/10.1145/1772690.1772793 DOIArticle
http://dl.acm.org/citation.cfm?doid=1772690.1772793PublisherArticle
ORCID:
AuthorORCID
Yue, Yisong0000-0001-9127-1989
Additional Information:Copyright is held by the International World Wide Web Conference Committee (IW3C2).
Subject Keywords:Presentation Bias, Implicit Feedback, Click Logs
Record Number:CaltechAUTHORS:20140910-141508773
Persistent URL:https://resolver.caltech.edu/CaltechAUTHORS:20140910-141508773
Usage Policy:No commercial reproduction, distribution, display or performance rights in this work are provided.
ID Code:49558
Collection:CaltechAUTHORS
Deposited By: Tony Diaz
Deposited On:10 Sep 2014 21:43
Last Modified:09 Mar 2020 13:19

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