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Related Experiment Video

Updated: Jul 10, 2026

A Dual Task Procedure Combined with Rapid Serial Visual Presentation to Test Attentional Blink for Nontargets
08:45

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Published on: December 5, 2014

Novelty and collective attention.

Fang Wu1, Bernardo A Huberman

  • 1Information Dynamics Laboratory, Hewlett-Packard Laboratories, Palo Alto, CA 94304, USA.

Proceedings of the National Academy of Sciences of the United States of America
|October 27, 2007
PubMed
Summary

Collective attention to new information fades over time. A study of 1 million users showed novelty decays with a stretched-exponential law, indicating a natural attention span.

Area of Science:

  • Information Science
  • Network Dynamics
  • Sociology

Background:

  • Collective attention is crucial in the information age.
  • Understanding how attention spreads and wanes in large populations is important.

Purpose of the Study:

  • To analyze the dynamics of collective attention on a large interactive website.
  • To model the propagation and fading of attention to novel items.

Main Methods:

  • Analysis of collective attention dynamics.
  • Studied 1 million users of digg.com.
  • Developed a dynamical model with a novelty factor.

Main Results:

  • Collective attention dynamics were observed among 1 million users.

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  • Novelty decay followed a stretched-exponential law.
  • A natural time scale for attention fading was suggested.
  • Conclusions:

    • Novelty within groups decays predictably.
    • The stretched-exponential law characterizes attention fading.
    • A natural time scale governs the lifespan of collective attention.