High Dynamic Range (HDR) images/videos require the use of a tone mapping operator (TMO) when visualized on Low Dynamic Range (LDR) displays. From an artistic intention point of view, TMOs are not necessarily transparent and might induce different behavior to view the content. In this paper, we investigate and quantify how TMOs modify visual attention (VA). To that end both objective and subjective tests in the form of eye-tracking experiments have been conducted on several still image content that have been processed by 11 different TMOs. Our studies confirm that TMOs can indeed modify human attention and fixation behavior significantly. Therefore our studies suggest that VA needs consideration for evaluating the overall perceptual impact of TMOs on HDR content. Since the existing studies so far have only considered the quality or aesthetic appeal angle, this study brings in a new perspective regarding the importance of VA in HDR content processing for visualization on LDR displays. © 2012 SPIE.