Confirmation Bias in Online Searches: Impacts of Selective Exposure Before an Election on Political Attitude Strength and Shifts

Impacts of Internet use on political information seeking and subsequent processes have been subject to much debate. A 2‐session online field study presented online search results on political topics to examine selective exposure and its attitudinal impacts. Session 1 captured attitudes, including their accessibility. Session 2 tracked what online search results participants selected and how long they read them; participants then reported attitudes again. The study represented a 4x8x2x2 within‐subjects design: 4 topics, 8 browsing intervals each, with articles presenting opposing stances, with low versus high source credibility. Attitude‐consistent messages and messages from high‐credibility sources were preferred. Exposure to attitude‐consistent search results increased attitude accessibility and reinforced attitudes, whereas exposure to attitude‐discrepant content had opposite effects, regardless of messages' source credibility.