Watching People Making Decisions: A Gogglebox on Online Consumer Interaction

This paper presents a research study using eye tracking technology to observe user interaction with online decisions. Using a subjective measurement scale (NASA-TLX), cognitive load is measured for participants as they encounter micro-decisions in the online transactional process. It elaborates and improves on a pilot study that was used to test the experiment design. Prior research that led to a taxonomy of decision constructs encountered by participants in the online domain is also discussed. The main findings in this paper relate to participants’ subjective cognitive load and task error rates. The overall rationale for the study is to probe ethics in information systems design.