Choice Architecture: Using Fixation Patterns to Analyze the Effects of Form Design on Cognitive Biases

Christoph Schneider (), Markus Weinmann () and Jan Brocke ()
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Christoph Schneider: City University of Hong Kong
Markus Weinmann: University of Liechtenstein
Jan Brocke: University of Liechtenstein

A chapter in Information Systems and Neuroscience, 2015, pp 91-97 from Springer

Abstract: Abstract User-generated online reviews are an important input into purchase decisions, but are susceptible to cognitive biases, which ultimately undermine the reviews’ value. As even minor changes to the design of online environments (such as Web pages) can influence people’s behavior, design modifications to online review forms could help reduce biases. We hypothesize that design modifications to online forms can help reduce three common sources of biases (availability, anchoring, and response style), and propose an experiment that employs eye tracking and recording of mousing behavior to test the hypotheses.

Keywords: Online reviews; Choice architecture; Biases; Eye tracking (search for similar items in EconPapers)
Date: 2015
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DOI: 10.1007/978-3-319-18702-0_12

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