Does visual saliency affect decision-making?

Abstract In the present study, we explore potential effects of visual saliency on decision quality in context multi-criteria decision-making (MCDM). We compare two visualization techniques: parallel coordinates (PC) and scatterplot matrices (SPM). investigate impact facilitated by means either color or size. The techniques were factors our analysis, evaluated terms quality, attention, time task, confidence. Results show that choice attention comparable for all conditions when SPM was used. For PC, found a positive effect both attention. Different forms led to varying times task PC SPM; however, those variations not significant. A comparison shows, users spent less obtained better more confident with their using PC. To summarize, findings suggest can increase MCDM certain saliency. Another contribution this work is novel suggestion method elicit users’ preferences; its benefits are discussed end paper. Graphic abstract