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

In: Advances in Information Systems Development

Author

Listed:
  • Chris Barry

    (National University of Ireland Galway)

  • Mairéad Hogan

    (National University of Ireland Galway)

  • Michael Lang

    (National University of Ireland Galway)

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.

Suggested Citation

  • Chris Barry & Mairéad Hogan & Michael Lang, 2022. "Heat Maps from Decision Flaps—What We See and What We Think," Lecture Notes in Information Systems and Organization, in: Emilio Insfran & Fernando González & Silvia Abrahão & Marta Fernández & Chris Barry & Michael Lang & (ed.), Advances in Information Systems Development, pages 127-142, Springer.
    • Handle: RePEc:spr:lnichp:978-3-030-95354-6_8
    DOI: 10.1007/978-3-030-95354-6_8
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