Professional Development Quiz

The Psychology of the Internet

Dr Tom Benjamin

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Please note that these are controversial and developing areas. All care has been taken so that the answers deemed 'incorrect' alternatives are clearly unrelated and that 'correct' ones are based on readily-available material either from the quest or from simple research on the Web. There is no 'score' or 'pass mark' for this exercize as it is interpreted as your own self-study.

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1. Putting quotation marks around a search phrase dramatically changes its search engine placement because:
It flags the search as 'urgent'
A phrase is more common than an individual word
It becomes a long tail search
The search engine can then ignore copyright considerations

2. The Theory of Cognitive Dissonance is relevant to Web Design because
Too much information is confusing
Viewers may compensate for perceived imperfections in design by liking the content
Without a ‘call to action’ there will be few conversions
People will seldom take action unless there is a substantial reward

3. The Theory of Cognitive Load is relevant to Web Design because:
Too much information is confusing
Viewers may compensate for perceived imperfections in design by liking the content
Without a ‘call to action’ there will be few conversions
People will seldom take action unless there is a substantial reward

4. Organic search rankings refer to
Black hat SEO
Sustainable link farming methods
Appearance in non-ad results pages
Directory listings


5. Organic search rankings depend most heavily on
Trusted inbound links
Paid Adwords
Cascading Style Sheets
Click popularity


6. A saying like ‘All Flash means no cash’ refers to
Too fancy a site will put viewers off
No call to action
Search engines read text, not pictures and animations
There is not enough content and 'content is king'


7. The 'Montage Effect' or 'Kuleshov Effect' is relevant to web design because
A portfolio of images can be automated
Links can be made from within a page to embed a YouTube video
The mind can carry emotions and attributions from one image/modality to another
Web pages display more quickly if a standard colour set is used.


8. A book about a 'world brain' as an international repository of knowledge was written by which Sci-fi author?


9. The 'Uncanny Valley' theme referred to by Freud and applied by Mori can benefit web design because

Robots scour the Web around the clock seeking content to index
primitive images like sock puppets & icons may be more appealing than hyper-realistic avatars
Viewers may be scared by too much complexity
It is easier to perceive a whole from within it.

10. The unpredicted path taken by the Web from that foretold by science fiction 'world brain' themes was due to
central authorities such as defence departments providing the infrastructure
ordinary users gratuitously uploading information
extension of the term of copyrights
absence of advertising


11. In analogies between the human brain and the Web which of the following would least correspond to the cortex
Google Images


12. 'bots' and 'scrapers' in internet jargon
are the equivalent of 'undo' commands on a desktop computer
refer to the unscrupulous bottom-feeders who exploit the web
retrieve information to be indexed by search tools
are tools used with vector graphic images designed for the Web

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