The federal government mandates the use of home‐loan disclosure forms to facilitate understanding of offered loans, enable comparison shopping, and prevent predatory lending. Predatory lending persists, however, and scant research has examined how salespeople might undermine the effectiveness of these forms. Three eye‐tracking studies (a laboratory simulation and two controlled experiments) investigated how conversational norms affect the information consumers can glean from these forms. Study 1 was a laboratory simulation that recreated in the laboratory; the effects that previous literature suggested is likely happening in the field, namely, that following or violating conversational norms affects the information that consumers can glean from home‐loan disclosure forms and the home‐loan decisions they make. Studies 2 and 3 were controlled experiments that isolated the possible factors responsible for the observed biases in the information gleaned from these forms. The results suggest that attentional biases are largely responsible for the effects of conversation on the information consumers get and that perceived importance plays little to no role. Policy implications and how eye‐tracking technology can be employed to improve decision‐making are considered. Copyright © 2015 John Wiley & Sons, Ltd.