Behavior Regulation in Social Media: A Preliminary Analysis of Pupil Size Change

Abstract

Social media users may regulate their behaviors to follow norms of their online communities. This regulation process, however, might be too transient to be captured using self-reports and therefore is suitable for a NeuroIS investigation. Previously, in an event-related potential (ERP) experiment designed to study this regulation process, Huang, Kuo, and Lin [1] found that this regulation process could be reflected in an ERN-like ERP, and the ERP’s magnitude is correlated with people’s internet privacy concern. In this work-in-progress we seek to use eye-tracking to replicate their findings. Here we report our current results of pupil size anslyses, which so far are consistent with the previous ERP findings.