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

In: Information Systems and Neuroscience

Author

Listed:
  • Christoph Schneider

    (City University of Hong Kong)

  • Markus Weinmann

    (University of Liechtenstein)

  • Jan Brocke

    (University of Liechtenstein)

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.

Suggested Citation

  • Christoph Schneider & Markus Weinmann & Jan Brocke, 2015. "Choice Architecture: Using Fixation Patterns to Analyze the Effects of Form Design on Cognitive Biases," Lecture Notes in Information Systems and Organization, in: Fred D. Davis & René Riedl & Jan vom Brocke & Pierre-Majorique Léger & Adriane B. Randolph (ed.), Information Systems and Neuroscience, edition 127, pages 91-97, Springer.
    • Handle: RePEc:spr:lnichp:978-3-319-18702-0_12
    DOI: 10.1007/978-3-319-18702-0_12
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    Cited by:

    1. Brad Greenwood & Idris Adjerid & Corey M. Angst & Nathan L. Meikle, 2022. "How Unbecoming of You: Online Experiments Uncovering Gender Biases in Perceptions of Ridesharing Performance," Journal of Business Ethics, Springer, vol. 175(3), pages 499-518, January.

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