Relationship between perceived self-reported trust in health information sources and ocular fixation in a sam-ple of young adults: a secondary data analysis.
We set out to explore the relationship between self-perceived trust and visual interaction with online information sources (websites), using eye tracking methods.
The study is a secondary data analysis conducted on a snowball sample of 28 gender-balanced young adults with higher education degrees and intermediate or higher knowledge of English. We used a Pro T60XL monitor device to assess individual ocular reaction at 30-second exposure intervals to 20 health-related webpages.
The websites received self-perceived trust marks ranging from 1 to 5 (mean=3.52, SD=0,422). A borderline strong statistically significant positive correlation (r=0.68, p=0.001) was found between logo fixations (LAOI) and self-reported trust rank. Websites that were ranked higher in terms of trust appear to be more likely to have a higher number of fixations on the logo. A moderate statistically significant positive correlation (r=0.526, p=0.017) was observed between fixations before the logo (FBL) and self-reported trust rank.
Discussion and conclusions
Measuring fixation is difficult to perform due to the heterogeneous character of experimental conditions. Graphic design elements (logos) are a main point of ocular focus and are associated with higher trust. Eye tracking shows promise as a tool for physiological assessment of behavioral patterns.