Exploring Deceptive Patterns: Insights from Eye Tracking, EMG and Sentiment Analysis

A Deceptive Pattern (DP) is a user interface design that intentionally misleads users by manipulating their decision-making process. In this study, we investigate the effects of two DPs, namely ’Hard to cancel’ and ’Hidden subscription’. We adopt a mixed-method approach that combined eye tracking, electromyography (EMG), and sentiment analysis to explore user behaviour, cognitive processing, and emotional responses. Our findings show that explicit consent mechanisms result in higher user engagement and quicker noticeability of terms and conditions compared to implicit consent, and obfuscated cancellation processes elicit stronger negative emotional responses. Sentiment analysis further supports these findings, showing a higher proportion of negative sentiment towards deceptive practices. These results underscore the value of transparent and ethical design practices and the importance of regulatory frameworks to mitigate the adverse effects of deceptive UX patterns.