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DOI: 10.14254/1795-6889.2026.22-1.1
Submitted: 2025-05-24
Published: 2026-04-29

Clicking on impulse or thinking twice? Eye-tracking reveals the hidden drivers of online consumer decisions

Department of Biomedical, Dental and Morphological and Functional Imaging Sciences; university of Messina
Department of Biomedical, Dental and Morphological and Functional Imaging Sciences; University of Messina
eye-tracking consumer behavior decision-making dual-process theory information processing online shopping

Abstract

This study examines how different information processing tendencies are associated with economic decision-making in consumer contexts. Using eye-tracking technology, we analyze the relationship between visual attention patterns and task-specific decision accuracy in simulated online purchasing tasks. Participants (N = 100) evaluated mobile phone plans. Cluster analysis revealed two visual-attentional profiles: perfectionists and impulsive decision-makers. Results show that detailed attention, self-control, and systematic information processing are associated with higher decision accuracy. Age and conscientiousness positively correlate with deeper information processing and more accurate task performance. Rather than treating eye-tracking as a direct measure of decision quality, the study interprets gaze behavior as an indicator of how consumers inspect, compare, and revisit information in a digitally structured choice environment. The findings offer implications for consumer research, digital marketing, and interface design.

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How to Cite

Fabio, R. A., & Serranò, G. (2026). Clicking on impulse or thinking twice? Eye-tracking reveals the hidden drivers of online consumer decisions. Human Technology, 22(1), 5–20. https://doi.org/10.14254/1795-6889.2026.22-1.1