Qualitatively Coherent Representation Makes Decision-Making Easier with Binary-Colored Multi-Attribute Tables: An Eye-Tracking Study

Qualitatively Coherent Representation Makes Decision-Making Easier with Binary-Colored Multi-Attribute Tables: An Eye-Tracking Study

We aimed to identify the ways in which coloring cells affected decision-making in the context of binary-colored multi-attribute tables, using eye movement data. In our black-white attribute tables, the value of attributes was limited to two (with a certain threshold for each attribute) and each cell of the table was colored either black or white on the white background. We compared the two natu...

Heuristics in Multi-attribute Decision Making: Effects of Representation Format

When probabilistic inferences have to be drawn based on cue values stored in long term memory, participants appear to use a number of different heuristics. These heuristics vary in the amount of available cue information that is retrieved and integrated, and in the degree to which cue validities are considered. One factor that is assumed to affect strategy selection is the representational form...

Visual attention to the Logos of Popular and Unknown Brands: An Eye-tracking Study during Decision-making

A logo epitomizes a brand and depicts the picture of a product; consequently, attention, as an initial step of the AIDA model, to the logo is a good-looking index to survey the cognitive processing during consumers’ decision-making. Eye tracker extracts the visual attention data. For these reasons and appreciated from fixation duration, in the present study, the process of visual attention to t...

An AHP-Delphi Multi-Criteria Decision Making Model with Application to Environmental Decision-Making

What drives 'Unconscious' Multi-Attribute Decision-Making?

This study aims to further investigate the Unconscious Thought Theory (UTT, Dijksterhuis & Nordgren, 2006), namely whether individual differences account for differences in choice made after either deliberation (conscious thought, CT) or distraction (unconscious thought, UT). Also, subjective weighting was considered and choice options were constructed following individual preferences, hence av...