Framing or gaming? Constructing a study to explore the impact of option presentation on consumers
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Date
2016-02-18Author
Barry, Chris
Hogan, Mairéad
Torres, Ann
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Barry, Chris, Hogan, Mairead, & Torres, Ann. (2015). Framing or gaming? Constructing a study to explore the impact of option presentation on consumers. Paper presented at the 24th International conference on information systems development, Harbin.
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Abstract
The manner in which choice is framed influences individuals’ decision-making. This
research examines the impact of different decision constructs on decision-making by
focusing on the more problematic decision constructs: the un-selected and pre-selected optout.
The study employs eye-tracking with cued retrospective think-aloud (RTA) to combine
quantitative and qualitative data. Eye-tracking will determine how long a user focuses on a
decision construct before taking action. Cued RTA where the user will be shown a playback
of their interaction will be used to explore their attitudes towards a decision construct and
identify problematic designs. This pilot begins the second of a three phase study, which
ultimately aims to develop a research model containing the theoretical constructs along with
hypothesized causal associations between the constructs to reveal the impact of measures
such as decision construct type, default value type and question framing have on the
perceived value of the website and loyalty intentions.
Keywords: Framing of choice, decision constructs, consumer involvement, elaboration
likelihood model, optionality presentation, opt-out, must-opt, eye-tracking.