Exploring Deceptive Patterns: Insights from Eye Tracking, EMG and Sentiment Analysis

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Jamalifard, Marzieh; Russell-Rose, Tony and Brignull, Harry. 2024. 'Exploring Deceptive Patterns: Insights from Eye Tracking, EMG and Sentiment Analysis'. In: 37th International BCS Human-Computer Interaction Conference. University of Central Lancashire, Preston, United Kingdom 15 - 17 July 2024. [Conference or Workshop Item]

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Abstract or Description

A Deceptive Pattern (DP) is a user interface design that intentionally misleads users by manipulating their decision-making process. In this study, we investigate the effects of two DPs, namely ’Hard to cancel’ and ’Hidden subscription’. We adopt a mixed-method approach that combined eye tracking, electromyography (EMG), and sentiment analysis to explore user behaviour, cognitive processing, and emotional responses. Our findings show that explicit consent mechanisms result in higher user engagement and quicker noticeability of terms and conditions compared to implicit consent, and obfuscated cancellation processes elicit stronger negative emotional responses. Sentiment analysis further supports these findings, showing a higher proportion of negative sentiment towards deceptive practices. These results underscore the value of transparent and ethical design practices and the importance of regulatory frameworks to mitigate the adverse effects of deceptive UX patterns.

Item Type:

Conference or Workshop Item (Paper)

Keywords:

Deceptive Pattern, User experience, Eye tracking, EMG analysis

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