The strong emotional reaction elicited by privacy issues is well documented (e.g., [12, 8]). The emotional aspect of privacy makes it difficult to evaluate privacy concern, and directly asking about a privacy issue may result in an emotional reaction and a biased response. This effect may be partly responsible for the dramatic privacy concern ratings coming from recent surveys, ratings that often seem to be at odds with user behavior. In this paper we propose indirect techniques for measuring content privacy concerns through surveys, thus hopefully diminishing any emotional response. We present a design for indirect surveys and test the design's use as (1) a means to measure relative privacy concerns across content types, (2) a tool for predicting unwillingness to share content (a possible indicator of privacy concern), and (3) a gauge for two underlying dimensions of privacy - content importance and the willingness to share content. Our evaluation consists of 3 surveys, taken by 200 users each, in which privacy is never asked about directly, but privacy warnings are issued with increasing escalation in the instructions and individual question-wording. We demonstrate that this escalation results in statistically and practically significant differences in responses to individual questions. In addition, we compare results against a direct privacy survey and show that rankings of privacy concerns are increasingly preserved as privacy language increases in the indirect surveys, thus indicating our mapping of the indirect questions to privacy ratings is accurately reflecting privacy concerns.

Abstract This article surveys the use of eye tracking in investigations of online search. Three eye tracking experiments that we undertook are discussed and compared to additional work in this area, revealing recurring behaviors and trends. The first two studies are described in greater detail in Granka, Joachims, & Gay (2004), Lorigo et al. (2006), and Pan et al. (2007), and the third study is described for the first time in this article. These studies reveal how users view the ranked results on a search engine results page (SERP), the relationship between the search result abstracts viewed and those clicked on, and whether gender, search task, or search engine influence these behaviors. In addition, we discuss a key challenge that arose in all three studies that applies to the use of eye tracking in studying online behaviors which is due to the limited support for analyzing scanpaths, or sequences of eye fixations. To meet this challenge, we present a preliminary approach that involves a graphical visualization to compare a path with a group of paths. We conclude by summarizing our findings and discussing future work in further understanding online search behavior with the help of eye tracking.

This article examines the reliability of implicit feedback generated from clickthrough data and query reformulations in World Wide Web (WWW) search. Analyzing the users' decision process using eyetracking and comparing implicit feedback against manual relevance judgments, we conclude that clicks are informative but biased. While this makes the interpretation of clicks as absolute relevance judgments difficult, we show that relative preferences derived from clicks are reasonably accurate on average. We find that such relative preferences are accurate not only between results from an individual query, but across multiple sets of results within chains of query reformulations.

This study investigates which components of a web page are most likely to both attract and maintain a viewer's attention. We measure these two aspects of viewing behavior---attention onset and maintenance---through an analysis of eye movements on three Web page components---page location, element size, and information density. More specifically, the present research addresses how the overall composition and structure of a Web page influences an individual's ability to perceive content.

This paper examines the reliability of implicit feedback generated from clickthrough data in WWW search. Analyzing the users' decision process using eyetracking and comparing implicit feedback against manual relevance judgments, we conclude that clicks are informative but biased. While this makes the interpretation of clicks as absolute relevance judgments difficult, we show that relative preferences derived from clicks are reasonably accurate on average.

Abstract Query formation and expansion is an integral part of nearly every effort to search for information. In the work reported here we investigate the effects of domain knowledge and feedback on search term selection and reformation. We explore differences between experts and novices as they generate search terms over 10 successive trials and under two feedback conditions. Search attempts were coded on quantitative dimensions such as the number of unique terms and average time per trial, and as a whole in an attempt to characterize the user's conceptual map for the topic under differing conditions of participant‐defined domain expertise. Nine distinct strategies were identified. Differences emerged as a function of both expertise and feedback. In addition, strategic behavior varied depending on prior search conditions. The results are considered from both a theoretical and design perspective, and have direct implications for digital library usability and metadata generation, and query expansion systems.

The World Wide Web has become a ubiquitous information source and communication channel. With such an extensive user population, it is imperative to understand how web users view different web pages. Based on an eye tracking study of 30 subjects on 22 web pages from 11 popular web sites, this research intends to explore the determinants of ocular behavior on a single web page: whether it is determined by individual differences of the subjects, different types of web sites, the order of web pages being viewed, or the task at hand. The results indicate that gender of subjects, the viewing order of a web page, and the interaction between page order and site type influences online ocular behavior. Task instruction did not significantly affect web viewing behavior. Scanpath analysis revealed that the complexity of web page design influences the degree of scanpath variation among different subjects on the same web page. The contributions and limitations of this research, and future research directions are discussed.

We investigate how users interact with the results page of a WWW search engine using eye-tracking. The goal is to gain insight into how users browse the presented abstracts and how they select links for further exploration. Such understanding is valuable for improved interface design, as well as for more accurate interpretations of implicit feedback (e.g. clickthrough) for machine learning. The following presents initial results, focusing on the amount of time spent viewing the presented abstracts, the total number of abstract viewed, as well as measures of how thoroughly searchers evaluate their results set.