During the interaction with the website, the user has to bear a
cognitive cost because of the efforts made to search, interpret and
process information. If the website user is either
unable to locate critical information or to manage the information
overload, and feels disoriented because information already
collected is either redundant or ambiguous, proceeding with this
search and retrieving supplementary information necessary to
accomplish the task will be difficult
That will increase the user perception of task complexity and
bewilderment, causing the search activity to become psychologically
and cognitively costly