Cognitive Flow and Online Information Search: An Investigation into the Use of Eye-tracking Data as a Measure

Guest Speaker:
Dr Susan Rose (Director of Teaching & Learning, Henley Business School, University of Reading, UK)
Mr Jerome Jayamana (Henley Business School Malaysia, University of Reading Malaysia)
Subject Area:
Date & Time:
Wed, 25. July 2018, 12:00 h - 13:00 h
N3.24, University of Reading Malaysia - EduCity@Iskandar​

Cognitive Flow’ is a psychological construct that refers to the experience of being mentally immersed whilst undertaking a particular activity. Such immersion has been found to lead to optimum performance and/or experience in the activity being undertaken. The concept originated, and has been applied, in the fields of the arts, music and sport. Evidence now indicates that the construct has relevance in consumers’ use of the Internet and specifically in online shopping. The predominant method used to measure Cognitive Flow in consumer behaviour has been subjective self-report predominantly using multi-item questionnaires. This method has recognised weaknesses including that items used may overlap with measures of other marketing concepts thus reducing validity. The aim of the study is to extend our understanding of Cognitive Flow in the context of online shopping by investigating the measurement of the construct during product information search by consumers. The objective is to identify and validate a more objective measure via the use of eye-tracking technique. Data was collect from both the eye tracker and from self-report questionnaires and the data compared in terms of its ability to identify Cognitive Flow in consumers’ online experiences and early findings are presented.


Dr Susan Rose is the Director of Teaching & Learning for Henley Business School. Her role is to ensure the quality of the student learning experience and assurance of learning within the business school. Susan has held a number of senior positions within Henley including previously Head of Henley Business School at the University of Reading Malaysia where she was responsible for the development, delivery and promotion of Henley’s programmes in Malaysia and South East Asia. She has extensive experience of educational programs within an international context and her teaching spans undergraduate, pre and post experience MSc programs and the MBA. Susan is active in supervising students on Henley’s MBA, MSc, PhD and DBA programs and also teaches research methods modules at postgraduate level. Her specialist areas of teaching include strategic marketing, consumer behaviour and brand management. Susan has extensive business experience within the fields of marketing and brand management, communications and marketing research across a wide range of industry sectors. She has taught many of Henley’s corporate clients including ING Bank, Deloitte, Deutsche Telekom, Microsoft, the British Council and 3M. Susan is research active in a number of areas of consumer behaviour particularly in relation to the Internet. She is a research associate within the Henley Centre for Customer Management currently undertaking research in the areas of online customer experience, online shopping, compulsive shopping behaviour and customer-brand relationships.

  • This seminar is restricted to University of Reading staff and students.

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