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 multimethod approach is taken to examine error rates and attitudes of users when making microdecisions. 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.
Paper Type
Full Paper
Heat Maps from Decision Flaps - What We See and What We Think
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 multimethod approach is taken to examine error rates and attitudes of users when making microdecisions. 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.
Recommended Citation
Barry, C., Hogan, M., & Lang, M. (2021). Heat Maps from Decision Flaps - What We See and What We Think. In E. Insfran, F. González, S. Abrahão, M. Fernández, C. Barry, H. Linger, M. Lang, & C. Schneider (Eds.), Information Systems Development: Crossing Boundaries between Development and Operations (DevOps) in Information Systems (ISD2021 Proceedings). Valencia, Spain: Universitat Politècnica de València.