Abstract
This research study observes how consumers are influenced by the design of decision constructs encountered during the online transactional process. The default values of decision constructs and how decisions are framed, set out the scope of the analysis. A multi-method approach is taken to examine error rates and attitudes of users when making micro-decisions. Eye tracking technology and Cued RTA interviews were used to gather both quantitative and qualitative data. Powerful techniques, namely heat maps and gaze plots, are used to visualise and inform the discussion. The study found: choice errors abound; consumers dither and vacillate during decision-making, extending dwell times; and that there are gender differences in outcomes.
A prior version of this paper has been published in the ISD2021 Proceedings (http://aisel.aisnet.org/isd2014/proceedings2021).
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Barry, C., Hogan, M., Lang, M. (2022). Heat Maps from Decision Flaps—What We See and What We Think. In: Insfran, E., et al. Advances in Information Systems Development. Lecture Notes in Information Systems and Organisation, vol 55. Springer, Cham. https://doi.org/10.1007/978-3-030-95354-6_8
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DOI: https://doi.org/10.1007/978-3-030-95354-6_8
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