Exploring the cognitive and emotional impact of deceptive patterns: an EEG, eye-tracking, and sentiment analysis of user experience

Abstract

This study investigates the cognitive and emotional impacts of specific “Deceptive Patterns” in user interface design on well-known online platforms: Facebook, Instagram, Spotify, Salesforce, Eventbrite, and PayPal. The focus is on two types of deceptive patterns, “hard to cancel” and “hidden subscription” practices. Employing an integrated methodology of electroencephalogram (EEG), eye-tracking, and sentiment analysis, this research analyzes how these patterns inf luence user behaviour, attention, and emotional responses. The study utilized EEG to measure cognitive load as users interacted with “hard to cancel” interfaces revealing that these platforms increase cognitive demands, inducing greater mental effort and frustration. Eye-tracking data demonstrated that platforms with more transparent mechanisms effectively captured and held user attention on the Terms and Conditions as the key elements, thereby fostering user trust and enhancing transparency. Sentiment analysis further assessed users’ emotional responses, underscoring the positive association between transparent interfaces and user satisfaction. This research highlights the importance of ethical design practices that prioritize user autonomy and transparency, offering a unique methodological contribution through the combined use of EEG, eye-tracking, and sentiment analysis to comprehensively capture cognitive and emotional responses. 

RESEARCH HIGHLIGHTS 

• This study examines how deceptive patterns on online platforms, such as “hard to cancel” and “hidden subscription,” affect users’ cognitive load, visual attention, and emotional responses. 

• Using EEG, eyetracking, and NLP-based sentiment analysis, it provides a detailed picture of how these deceptive patterns increase mental effort, obscure decisionmaking, and undermine user trust. 

• The findings underscore the importance of transparent, ethical design practices that protect user autonomy and satisfaction. 

Keywords: deceptive patterns; EEG; eye tracking; cognitive load; user experience

Authors

Jamalifard, M., & Russell-Rose, T.