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

Chris Barry; Mairéad Mairéad; Michael Michael

doi:10.13025/22837

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

Business Information Systems

Research output: Chapter in Book or Conference Publication/Proceeding › Chapter › peer-review

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.

Original language	English (Ireland)
Title of host publication	Advances in Information Systems Development - Crossing Boundaries Between Development and Operations in Information Systems
Publisher	Springer
DOIs	https://doi.org/10.13025/22837
Publication status	Published - 1 Jan 2022

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10.13025/22837Licence: CC BY-NC-ND

ISD2021 Final Post reviewAccepted author manuscript, 1.74 MBLicence: CC BY-NC-ND

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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 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.",

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

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