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

Chris Barry (), Mairéad Hogan () and Michael Lang ()
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Chris Barry: National University of Ireland Galway
Mairéad Hogan: National University of Ireland Galway
Michael Lang: National University of Ireland Galway

A chapter in Advances in Information Systems Development, 2022, pp 127-142 from Springer

Abstract: 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: IS design; Consumer choice; Eye tracking; Heat maps; Gaze plots (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:spr:lnichp:978-3-030-95354-6_8

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DOI: 10.1007/978-3-030-95354-6_8

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