“…Both IS (Evaristo, Adams, & Curley, 1995;Johannsen, Levis, & Stassen, 1992;Stassen, Johannsen, & Moray, 1990) and, in particular, neuroIS research (Gwizdka, 2010;Riedl et al, 2010: Dimoka et al, 2011Dimoka et al, 2012;Buettner, 2014Buettner, , 2017bde Guinea et al, 2014) has often cited the means of determining a user's mental effort as a fundamental problem. Researchers have established mental effort as an essential construct in theories such as information processing theory (Miller, 1956), cognitive load theory (Sweller, 1988;Sweller, van Merrienboer, & Paas, 1998), task-technology fit theory (Goodhue & Thompson, 1995), flow theory (Csíkszentmihályi, 1975), job demands-resources theory (Bakker & Demerouti, 2006), psychobiological theory (Kock, 2004), and dual process theory (Stanovich & West, 2000).…”