“…Eye tracking-based pupillometry provides such a direct measure of mental effort that is well established in psychology (Goldinger & Papesh, 2012), physiology (Loewenfeld, 1999;Steinhauer, Siegle, Condray, & Pless, 2004), marketing research (Wang & Minor, 2008), and other social sciences (Webb, Campbell, Schwartz, & Sechrest, 2000) and that participants cannot voluntarily control or manipulate (Laeng, Sirois, & Gredebäck, 2012). Thus, we contribute to IS research by being the first to propose a method to predict user performance based on a non-invasive, contact-free, and cost-efficient real-time measurement of instantaneous mental effort using eye-tracking devices.…”