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2022 | OriginalPaper | Buchkapitel

Heat Maps from Decision Flaps—What We See and What We Think

verfasst von : Chris Barry, Mairéad Hogan, Michael Lang

Erschienen in: Advances in Information Systems Development

Verlag: Springer International Publishing

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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.

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Titel: Heat Maps from Decision Flaps—What We See and What We Think
verfasst von: Chris Barry
Mairéad Hogan
Michael Lang
Verlag: Springer International Publishing
Buch: Advances in Information Systems Development
Print ISBN: 978-3-030-95353-9

Electronic ISBN: 978-3-030-95354-6

Copyright-Jahr: 2022
DOI: https://doi.org/10.1007/978-3-030-95354-6_8

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