@inproceedings{e29a1e103aa44efa9787993991d73b6c,
title = "Heat Maps from Decision Flaps—What We See and What We Think",
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.",
keywords = "Consumer choice, Eye tracking, Gaze plots, Heat maps, IS design",
author = "Chris Barry and Mair{\'e}ad Hogan and Michael Lang",
note = "Publisher Copyright: {\textcopyright} 2022, The Author(s), under exclusive license to Springer Nature Switzerland AG.; 29th International Conference on Information Systems Development, ISD 2021 ; Conference date: 08-09-2021 Through 10-09-2021",
year = "2022",
doi = "10.1007/978-3-030-95354-6\_8",
language = "English",
isbn = "9783030953539",
series = "Lecture Notes in Information Systems and Organisation",
publisher = "Springer Science and Business Media Deutschland GmbH",
pages = "127--142",
editor = "Emilio Insfran and Fernando Gonz{\'a}lez and Silvia Abrah{\~a}o and Marta Fern{\'a}ndez and Chris Barry and Michael Lang and Henry Linger and Christoph Schneider",
booktitle = "Advances in Information Systems Development - Crossing Boundaries Between Development and Operations in Information Systems",
}