Search Suggestion Effect (SSE)

The Search Suggestion Effect (SSE), discovered by Dr. Epstein in 2013, quantifies how search suggestions, or “autocomplete” suggestions, impact user behavior to have an impact on opinions, preferences, and votes!

Google's search suggestions can shift undecided voters' opinions from a 50/50 split to almost 90/10- all without users' awareness.

www.techwatchproject.org