Home is where your Gaze is – Evaluating effects of embedding regional cues in user interfaces

Recent UI design employs regional cues such as images of iconic landmarks from the users’ region. Thus far, however, there is only limited research on the effects of regional cues on user attitudes and behaviors. Addressing this gap, we draw on Consumer Ethnocentrism Theory to study how regional cues affect users’ visual attention, perceptions of regional presence, and trust. We develop and evaluate a research model by means of a multi-method approach, comprising (1) an eye-tracking lab experiment and (2) an experimental online survey. Study 1 shows that regional cues attract users’ visual attention and suggests a relation between such cues and human information processing. Study 2 shows that regional cues promote regional presence perceptions, with positive effects on trusting belief and trusting intention. This paper is among the first to evaluate the effects of regional cues in the digital context with important implications for UI design in research and practice.