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How do firms present choice to consumers? Some unusual decision constructs along the B2C transaction process
Certain features amongst some online retailers are atypical of ‘good’ design; the transaction process presents consumers with optional extras that not only slowed the process down, but also stressed and agitated consumers. ...
An eye tracking pilot study of optional decision constructs in B2C transactional processes
(14th International Conference on WWW/INTERNET (ICWI), 2015-10)
Previous research indicated the design of certain decision constructs could be unclear to users in the business to consumer (B2C) transactional process. This pilot study, using eye tracking and cued retrospective think-aloud ...