Keywords

product interest, advertisements, mouse cursor movement, movement speed, submovement count, response activation model

Abstract

With third-party cookies being banned, alternative methods to assess users’ interests online are necessary. We propose that analyzing mouse cursor movements can help address this need. Based on the response activation model, we hypothesize that interest in a product will decrease the user’s movement speed and increase the number of submovements. We conducted an online study that monitored users’ mouse movements while they were presented with several products and navigated to a button to indicate purchase intention (yes/no). Following this, participants ranked their interest in each product. Contrary to our prediction, we found that product interest increased speed and decreased the submovement count. This suggests that current theories and metrics for mouse cursor tracking are insufficient for predicting product interest. Further research is needed to develop reliable measures for gauging user interest in products.

Original Publication Citation

Coors, C., Jenkins, J. L., Weinman, M., Valacich, J.S. (2023) “Understanding Product Interest through Mouse-Cursor Tracking Analysis”. Proceedings of the Twenty-Second Annual Workshop on HCI Research in MIS, Hyderabad, India, December 10.

Document Type

Conference Paper

Publication Date

2024

Publisher

Proceedings of the Twenty-Second Annual Workshop on HCI Research in MIS

Language

English

College

Marriott School of Business

Department

Information Systems Management

University Standing at Time of Publication

Full Professor

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