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Online Choice Architecture

Type and Duration

FFF-Förderprojekt, March 2015 until June 2017 (finished)

Coordinator

Hilti Chair of Business Process Management

Main Research

Business Process Management

Field of Research

Business Process Management

Description

The aim of this research project is to learn to understand user behavior in online settings, in particular mechanisms associated with the presentation of choices in online contexts (referred to as "choice architecture"). Choice architecture uses "nudges" such as incentives, or feedback, often in public policy settings, and is concerned with making better decisions (as judged by the decision makers themselves).

To test the influence of design mechanisms on online behavior, this research project analyzes online reviews. Online reviews typically explain and justify purchase decisions, but they are susceptible to cognitive biases, which can result in extreme ratings. For instance, ratings of other user may influence individual user ratings (i.e., social influence bias). Thus, the goal of the project is to test design modifications of online forms-for example, setting defaults on rating scales-to reduce common sources of such biases (such as availability or anchoring and adjustment).

Reference to Liechtenstein

The aim of this research project is to understand user behavior in online settings, in particular mechanisms associated with the presentation of choices in online contexts. Regional companies can use the findings to improve their online customer relationship so as to target global customers. The project results will be made available to other companies in workshops and presentations.

Keywords

Behavior design, Choice architecture, Nudges, Persuasive design, User behavior

Principal Investigator

Project Collaborator

Sponsor

  • Forschungsförderungsfonds der Universität Liechtenstein

Publications

  • Schneider, C., Weinmann, M., & vom Brocke, J. (2015). Choice Architecture: Using Fixation Patterns to Analyze the Effects of Form Design on Cognitive Biases. In F. D. Davis, R. Riedl, J. vom Brocke, P.-M. Léger & A. B. Randolph (Eds.), Information Systems and Neuroscience, Lecture Notes in Information Systems and Organisation (Vol. 10, pp. 91-97): Springer International Publishing.

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