The Impact of Associative Coloring and Representational Formats on Decision-Making: An Eye-Tracking Study

Djordje Djurica (), Jan Mendling () and Kathrin Figl ()
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Djordje Djurica: Vienna University of Economics and Business (WU Wien)
Jan Mendling: Vienna University of Economics and Business (WU Wien)
Kathrin Figl: University of Innsbruck

A chapter in Information Systems and Neuroscience, 2020, pp 305-313 from Springer

Abstract: Abstract This research-in-progress paper presents our ongoing work on the effects of representational options of decision models on decision performance. With the help of eye-tracking, we want to investigate the influence of the color design of textual, graphical and tabular decision models on decision accuracy, efficiency, and cognitive load. For this purpose, we design a controlled experiment to test whether associative color-highlighting (red for negative decision outcome, green for a positive result) makes decision models easier to understand than monochromatic or non-associative color-highlighting.

Keywords: Eye-tracking; DMN; Decision trees; Decision modeling (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:spr:lnichp:978-3-030-28144-1_34

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DOI: 10.1007/978-3-030-28144-1_34

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