Cognitive Style Shapes Search Behaviours: An fNIRS Study of Exploratory Search

Cognitive style, a user's habitual approach to information processing, offers a promising approach to personalising information searching (IS) systems, yet the underlying style-related search behaviours remain poorly understood. This study investigates how the Wholist–Analytic and Verbal–Imagery dimensions of cognitive style influence search behaviour and prefrontal cortex (PFC) activation during the Post-focus stage of exploratory search. Forty participants completed comparison search tasks while we recorded behavioural metrics, subjective workload ratings, and functional near-infrared spectroscopy (fNIRS) data. Our results demonstrate that cognitive style significantly predicted search engine results page (SERP) interaction patterns: analytics and imagers adopted structured navigation with detailed reading, whereas wholists and verbalisers preferred sporadic navigation with rapid scanning. Critically, fNIRS revealed distinct PFC activation patterns, specifically in the Ventrolateral PFC (VLPFC) and Dorsolateral PFC (DLPFC), corresponding to these behavioural differences. By mapping neuro-cognitive profiles to IR behaviours, this work provides empirical grounding for designing ''style-aware'' adaptive IR interfaces that tailor information density and navigational support to individual cognitive profiles.