Influence of Position Bias on Generational Consumer Behaviour

Abstract

Search engines play a pivotal role in guiding online consumer behaviour, yet the attention afforded to top-ranked search results can create a position bias that disproportionately influences which links users click. This thesis investigates how position bias in search engine rankings affects consumer choice, with a specific focus on generational differences. Building on literature in algorithmic bias, consumer psychology, and search engine optimisation, a mixed-method survey was designed incorporating both standard usage questions and controlled “mock SERP” scenarios. A total of 133 respondents across three age cohorts (16-34 years, 35-44 years, 45-69 years) completed an online questionnaire measuring click frequency, trust in top results, awareness of ranking factors, and open-ended perceptions of bias.

Quantitative analyses, including descriptive statistics and one-way ANOVAs, revealed that younger consumers (16-34 years) search more frequently, exhibit the highest awareness of SEO and ad labelling (M = 4.1 on a 5-point scale), and distribute clicks more evenly across the top three results. Middle-aged users (35-44 years) demonstrated the strongest position bias, with over 70% clicking the first result in both real-world and mock SERPs (M = 2.9 trust score). Older consumers (45-69 years) fell between these extremes, mixing position cues with brand familiarity when selecting links. Across all cohorts, brand recognition emerged as the single most powerful click driver (selected by 50-84% of respondents), often outweighing ranking position or snippet relevance. Qualitative responses confirmed that digital literacy and shopping experience moderate these effects.

This thesis has demonstrated that position bias in search engine rankings does not operate consistently but is filtered through generational perspectives of digital fluency and brand trust. These insights deepen our understanding of the connection between algorithmic design, marketing tactics, and user behaviour and awareness. Moving forward, search-engine developers should prioritise transparent ranking signals and ad disclosures, while marketers must balance SEO with visible credibility cues. Ultimately, equipping all generations with stronger digital-literacy tools will not only foster more informed online decision-making but also promote a fairer, more user-centred search ecosystem.