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Investigating the Relationship between Web Object Characteristics and Cognitive Conflict Using Mouse-tracking

ABSTRACT The present study used mouse-tracking to investigate the impacts of web object characteristics on cognitive conflict during a naturalistic website use task. An online survey (N = 191) gathered baseline location typicality ratings for common web objects. An in-person laboratory study (N = 101) presented images of popular websites with target objects in expected (e.g., Cart, top right) or unexpected (e.g., Cart, top left) locations. Participants searched for and clicked on targets while continuous mouse trajectories were recorded. Mouse-tracking measures revealed evidence for cognitive conflict for three of the targets when they appeared in unexpected locations (Menu, Cart, Account). Response times and error rates were unaffected, and results were robust to variability in familiarity with targets and websites. These results suggest that mouse-tracking can be used to examine the relationship between target characteristics and cognitive conflict, and that cognitive conflict depends on the identity and location of web objects.