Why Don't You Click: Understanding Non-Click Results in Web Search with Brain Signals

Web search heavily relies on click-through behavior as an essential feedback signal for performance evaluation and improvement. Traditionally, click is usually treated as a positive implicit feedback signal of relevance or usefulness, while non-click is regarded as a signal of irrelevance or uselessness. However, there are many cases where users satisfy their information need with the contents shown on the Search Engine Result Page (SERP). This raises the problem of measuring the usefulness of non-click results and modeling user satisfaction in such circumstances.