Framing or Gaming? Constructing a Study to Explore the Impact of Option Presentation on Consumers

The manner in which choice is framed influences individuals’ decision-making. This research examines the impact of different decision constructs on decision-making by focusing on the more problematic decision constructs: the un-selected and pre-selected optout. The study employs eye-tracking with cued retrospective think-aloud (RTA) to combine quantitative and qualitative data. Eye-tracking will determine how long a user focuses on a decision construct before taking action. Cued RTA where the user will be shown a playback of their interaction will be used to explore their attitudes towards a decision construct and identify problematic designs. This pilot begins the second of a three phase study, which ultimately aims to develop a research model containing the theoretical constructs along with hypothesized causal associations between the constructs to reveal the impact of measures such as decision construct type, default value type and question framing have on the perceived value of the website and loyalty intentions

The Weight of User Decision Making During Online Interactions - Planning an Experiment

This paper lays out the design of a research study, using eye tracking technology, to measure participant cognitive load when encountering decision constructs during webpage interactions. It elaborates and improves on a pilot study that was used to test the experiment design. Cognitive load is discussed in detail, in both physiological and subjective terms, as well as techniques to capture participants’ thoughts and feelings immediately after the experiment. This mixed method approach will generate a more holistic comprehension of participants’ decision making and their rationale; and hopefully, improve information systems design ethics

Watching People Making Decisions: A Gogglebox on Online Consumer Interaction

This paper presents a research study, using eye tracking technology, to measure participant cognitive load when encountering micro-decision. It elaborates and improves on a pilot study that was used to test the experiment design. Prior research that led to a taxonomy of decision constructs faced in online transactional processes is discussed. The main findings relate to participants’ subjective cognitive load and task error rates