vincevincevince - 7:00 am on Aug 24, 2007 (gmt 0)

Positive reinforcement is the concept that a successful reaction to an action makes taking the same action in the future more likely.

In the past, those searchers have found what they were looking for from the higher ranked results. It makes sense that they will be inclined to try the same again.

If you had a great Korma at Al's Curry house on Thursday, you're more likely to go to Al's Curry house for your Madras rather than try the neighbouring curry place despite you having no knowledge about the Madras at Al's Curry house. It might even look less appetising than the Madras from the other place, but based upon positive reinforcement of the concept that food at Al's Curry house tastes good, you'll still buy it.