Time Pressure and User Ratings on Consumers’ Choice and Eye Fixations

Ammons, Jeremiah G.; Parker, Cody; Chen, Jing

doi:10.1080/10447318.2021.1976513

Cited by 2 publications

(2 citation statements)

References 31 publications

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“…Indeed, time pressure has been shown to impact the ability of consumers to investigate product information (Kardes et al, 2006; do Prado & Lopes, 2016) and reduces the amount of time they spend browsing unfamiliar products (Liu et al, 2017). A recent study using eye-tracking measures also showed that participants made faster decisions with fewer eye fixations when making purchases under time pressure, and five-star rating products were chosen more often under time pressure (Ammons et al, 2022).…”

Section: Introductionmentioning

confidence: 99%

“…There would be an interaction between security score and time pressure. Because there has been no direct research on how time pressure would affect the effect of security scores, this hypothesis was based on Ammons and colleagues’s (2022) finding that five-star rating products were chosen more often under time pressure. An assumption was that the security scores would work similarly to user ratings when the latter was controlled during the experiment.…”

Section: Introductionmentioning

confidence: 99%

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Framing Security Under Time Pressure: Brand Familiarity Matters for Mobile Application Choices

Chen,

Parker

2023

Journal of Cognitive Engineering and Decision Making

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The current study examined the effects of security score framing, time pressure, and brand familiarity on mobile application choices. Past research has found the framing of safety versus risk scores affects how potential risks for mobile apps are communicated to users. Both time pressure and brand familiarity have been shown to affect consumers’ purchase behaviors but not yet for app-selection decisions. The current study examined the effects of time pressure and brand familiarity on the effectiveness of risk displays (framed as safety or risk) for mobile apps. Participants were shown screenshots of various apps with these factors manipulated, and they were to choose one out of six apps. Our findings indicate that users rely heavily on brand familiarity when choosing apps, which could lead to insecure decisions. Additionally, security scores guided app choices toward more secure apps when framed as safety than when framed as risk, although this advantage was only evident without time pressure and disappeared under time pressure. The design implications call for more careful screening and user education about the potential risks associated familiar apps, as well as the need of new security design solutions to help users under time pressure.

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