Visual Biases in Decision Making

We review research on eye movements in decision making and show that decision makers are subject to several visual biases such as the size, salience, position, emotional valence, predictability, and number of information elements. These biases lead decision makers to allocate their attention in ways...

Full description

Saved in:
Bibliographic Details
Published inReview of agricultural economics Vol. 40; no. 4; pp. 523 - 537
Main Authors Orquin, Jacob L, Perkovic, Sonja, Grunert, Klaus G
Format Journal Article
LanguageEnglish
Published Cary John Wiley & Sons, Inc 01.12.2018
Subjects
Bias
Decision making
Eye movements
Online AccessGet full text

Cover

More Information
Summary:We review research on eye movements in decision making and show that decision makers are subject to several visual biases such as the size, salience, position, emotional valence, predictability, and number of information elements. These biases lead decision makers to allocate their attention in ways that are arbitrary to their goals and sometimes bias their choices. We show that while some visual biases can be minimized, others are unavoidable. Consequently, it is impossible to present information in a completely neutral way. Any presentation format will bias decision makers to attend or ignore different information and thereby influence their choices.
Bibliography:ObjectType-Article-1
SourceType-Scholarly Journals-1
ObjectType-Feature-2
content type line 14
ISSN:2040-5790
2040-5804
DOI:10.1093/aepp/ppy020