Sight unseen: The role of online security indicators in visual attention to online privacy information

Xiaojing Sheng , Reto Felix , Swapnil Saravade , Judy A. Siguaw , Seth C. Ketronc , Krzysztof Krejtz , Andrew T. Duchowski


Although data privacy is a compelling concern, prior inquiries have found that consumers do not adequately attend to data privacy policies. This research develops a framework delineating the effects of top-down/bottomup processes and individual consumer differences in the need for cognition (NFC) and perceived control on visual attention to data privacy policies, including influences on perceptions, attitudes, and behavioral intentions. Using eye tracking in an online shopping context, this research finds perceived control interacted with topdown motivation, manipulated through perceived risk in sharing personal information, to affect visual attention toward privacy-related information. Moreover, a privacy policy icon garners more attention than privacy policy text and non-privacy contents on the website. Further, attention to non-privacy contents significantly enhances loan application likelihood and attitude toward the website. These findings demonstrate attention toward privacy information as a function of the dynamic interaction between top-down motivational influences and individual differences in perceived control.
Author Xiaojing Sheng
Xiaojing Sheng,,
, Reto Felix
Reto Felix,,
, Swapnil Saravade
Swapnil Saravade,,
, Judy A. Siguaw
Judy A. Siguaw,,
, Seth C. Ketronc
Seth C. Ketronc,,
, Krzysztof Krejtz (Wydział Psychologii w Warszawie)
Krzysztof Krejtz,,
- Wydział Psychologii w Warszawie
, Andrew T. Duchowski
Andrew T. Duchowski,,
Journal seriesJournal of Business Research, ISSN 0148-2963, e-ISSN 1873-7978, (N/A 140 pkt)
Issue year2020
Publication size in sheets1.1
Keywords in EnglishAttention Privacy protection Eye-tracking methodology Online shopping
ASJC Classification1406 Marketing
Languageen angielski
Sight unseen_The role of online security indicators.pdf 12.96 MB
Additional file
osw_Sight unseen.pdf 116.3 KB
Score (nominal)140
Score sourcejournalList
Publication indicators Scopus SNIP (Source Normalised Impact per Paper): 2018 = 1.92; WoS Impact Factor: 2017 = 2.509 (2) - 2017=3.689 (5)
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