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...

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Bibliographic Details
Main Authors: Masahiro Morii, Takashi Ideno, Kazuhisa Takemura, Mitsuhiro Okada
Format: Article
Language:English
Published: Frontiers Media S.A. 2017-08-01
Series:Frontiers in Psychology
Subjects:
decision-making
eye movement
consumer behavior
multi-attribute table
graphic representation
decision strategies
Online Access:http://journal.frontiersin.org/article/10.3389/fpsyg.2017.01388/full

Internet

http://journal.frontiersin.org/article/10.3389/fpsyg.2017.01388/full

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