Visual Biases in Decision Making

Sammanfattning

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.

Nyckelord

Attention; eye movements; bottom up control; downstream effects; consumer policy

Publicerad i

Applied Economic Perspectives and Policy
2018, volym: 40, nummer: 4, sidor: 523-537
Utgivare: OXFORD UNIV PRESS INC

SLU författare

• Perkovic, Sonja

  • Institutionen för ekonomi, Sveriges lantbruksuniversitet
    
  • Aarhus Universitet

UKÄ forskningsämne

Nationalekonomi

Publikationens identifierare

• DOI: https://doi.org/10.1093/aepp/ppy020

Permanent länk till denna sida (URI)

https://res.slu.se/id/publ/97596