Temporal dynamics in attentional bias toward shopping cues among problematic online shoppers

Guo, Yawen and Elhai, Jon D. and Montag, Christian and Liu, Dongyu and Zhang, Xinyu and Yang, Haibo (2025) Temporal dynamics in attentional bias toward shopping cues among problematic online shoppers. JOURNAL OF BEHAVIORAL ADDICTIONS, 14 (2). pp. 1079-1094. ISSN 2062-5871

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Abstract

Background and aims Online shopping has become a primary form of consumption in daily life, inevitably accompanied by the emergence of problematic online shopping. Attentional bias towards online shopping cues influences individuals' online shopping behavior. This study examined attentional bias mechanisms in problematic online shoppers using two experiments. Methods This study combines the dot-probe task and eye-tracking technology to explore attentional bias and temporal dynamics toward shopping-related cues among problematic online shoppers. Experiment 1 recruited 84 participants to investigate attentional bias toward proximal cues, while Experiment 2 recruited 76 participants to examine attentional bias toward distal cues. Results The results of Experiment 1 showed that both problematic online shoppers and control individuals exhibited shorter first fixation latency, longer gaze duration, and total fixation duration toward proximal cues. And only problematic online shoppers exhibited slower first exit saccade velocity and average exit saccade velocity. The results of Experiment 2 indicated that problematic online shoppers exhibited longer gaze duration and total fixation duration, as well as faster first entry saccade velocity toward distal cues. Discussion and conclusions In summary, problematic online shoppers exhibit similar attentional bias toward both shopping proximal and distal cues, which are presented as the vigilance-maintenance pattern. For problematic online shoppers, distal cues have gradually acquired incentive value comparable to that of proximal cues. However, it should be noted that control individuals also exhibited attentional bias toward proximal cues.

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