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...
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| Published in | Review of agricultural economics Vol. 40; no. 4; pp. 523 - 537 |
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| Main Authors | , , |
| Format | Journal Article |
| Language | English |
| Published |
Cary
John Wiley & Sons, Inc
01.12.2018
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| Subjects | |
| Online Access | Get full text |
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| Abstract | 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. |
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| AbstractList | 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. |
| Author | Grunert, Klaus G Perkovic, Sonja Orquin, Jacob L |
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| Copyright | The Author(s) 2018. Published by Oxford University Press on behalf of the Agricultural and Applied Economics Association. All rights reserved. For permissions, please e-mail: journals.permissions@oup.com |
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| DOI | 10.1093/aepp/ppy020 |
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