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

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Information Systems and Neuroscience

Part of the book series: Lecture Notes in Information Systems and Organisation ((LNISO,volume 10))

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.

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Notes

  1. 1.

    While some online retailers are attempting to use technological means to detect and remove fraudulent reviews (ex post), such attempts are beyond the scope of our research.

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Author information

Authors and Affiliations

  1. City University of Hong Kong, Kowloon, Hong Kong

    Christoph Schneider

  2. University of Liechtenstein, Vaduz, Liechtenstein

    Markus Weinmann & Jan vom Brocke

Authors
  1. Christoph Schneider
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  2. Markus Weinmann
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  3. Jan vom Brocke
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Corresponding author

Correspondence to Markus Weinmann .

Editor information

Editors and Affiliations

  1. Walton College of Business (room 216), University of Arkansas, Fayetteville, Arkansas, USA

    Fred D. Davis

  2. University of Applied Sciences Upper Austria & University of Linz, Steyr, Austria

    René Riedl

  3. University of Liechtenstein, Vaduz, Liechtenstein

    Jan vom Brocke

  4. HEC Montreal, Montréal, Québec, Canada

    Pierre-Majorique Léger

  5. Kennesaw State University, Kennesaw, Georgia, USA

    Adriane B. Randolph

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Schneider, C., Weinmann, M., vom Brocke, J. (2015). Choice Architecture: Using Fixation Patterns to Analyze the Effects of Form Design on Cognitive Biases. In: Davis, F., Riedl, R., vom Brocke, J., Léger, PM., Randolph, A. (eds) Information Systems and Neuroscience. Lecture Notes in Information Systems and Organisation, vol 10. Springer, Cham. https://doi.org/10.1007/978-3-319-18702-0_12

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