Measurement of Bias in the Contents of Web Search for Health Information Retrieval

Search engines may be thought of as gateways to the entire Internet universe. As a result, they have an impact on the search results that are displayed for each query. People from all areas of life now have greater access to information because of the creation and widespread use of search engines. Most search engines do not favor or bias their results. Generally, search engines aim for impartiality, striving to provide comprehensive results for every query, irrespective of personal bias. The search terms entered by users shape the outcomes, underscoring the pivotal role of user input in this process. Evaluating the neutrality of search results entails acknowledging occasional disregard for user requests. This study investigates how confirmation bias affects users' search behavior and health literacy when seeking health information online. We conducted research involving 89 internet users tasked with accessing health information online. Participants were provided with biased information related to the search topic to challenge their preconceived beliefs. Subsequent analysis of their search activity logs revealed that individuals inclined towards confirmation bias tended to focus on results aligning with their pre-existing beliefs, enabling faster task completion. However, this approach compromised health literacy, vital for critically evaluating online health information. This highlights the importance of addressing confirmation bias in online health information-seeking behavior to promote informed decision-making and enhance health literacy among internet users. Thus, the study elucidated that the individuals who neglect health literacy hinder their ability to effectively navigate the wealth of health information on the internet. This highlights the importance of cultivating critical thinking skills and unbiased information-seeking behaviors in the digital age.