People process information in different ways, known as "cognitive style." Several companies are beginning to test the web sites that dynamically adapt to the cognitive styles of users, so that visitors receive information in a style that is comfortable for them. For example, the web site can "morph" to offer additional technical details about the product, the user who has the analytic cognitive style, while the visitor who takes a holistic cognitive style to be informed so that the reduction of complexity. Such "morph" has the potential to improve web communications. A recent study involving a Web site where consumers can get broadband found that, when a website adapted or synthesized in accordance with the cognitive styles of individual consumers, the company can increase the potential purchases by 20%. In this study, the researchers first conducted a study of soil in which they explored the patterns of site visitors to identify their cognitive styles directly. By the analysis of the preferences of the visitors to navigate the website, the website can bring a visitor clicks later, what type of cognitive style, he or she is, and, accordingly, set up, the information is transmitted to the site. While there are many aspects of cognitive style, which can be used, we have found the following differences to be effective: analytic or holistic, impulsive or deliberative, visual or verbal, and a leader or a follower. From a technical point of view, the web site is based on morphing techniques known as Bayesian inference and Gittins indices. After priming studies, website morphing system continues to learn from each additional visitor, so that the effectiveness of the strategy morphing site improves with time. "Hide
by Glen L. Urban, John R. Hauser, Guilherme liberal, Michael Brown, FAREENA Sultan Source: MIT Sloan Management Review 9 pages. Publication Date: July 1, 2009. Prod. #: SMR321-PDF-ENG
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