An exploratory study of cognitive effort involved in decision under Framing-an application of the eye-tracking technology

Authors:
Feng-Yang Kuo;Chiung-Wen Hsu;Rong-Fuh Day
Affiliations:
Department of Information Management, College of Management, National Sun Yat-Sen University, Kaohsiung, Taiwan, ROC;Department of Information Management, Cheng Shiu University, Kaohsiung, Taiwan, ROC;Department of Information Management, National Chi-Nan University, Nantou, Taiwan, ROC
Venue:
Decision Support Systems
Year:
2009

Citing 6
Cited 5

An experimental program investigating color-enhanced and graphical information presentation: an integration of the findings

Communications of the ACM
The sciences of the artificial (3rd ed.)

The sciences of the artificial (3rd ed.)
Countering the anchoring and adjustment bias with decision support systems

Decision Support Systems
Building Effective Decision Support Systems

Building Effective Decision Support Systems
The Effects of Mood on Individuals' Use of Structured Decision Protocols

Organization Science
Understanding and attenuating decision bias in the use of model advice and other relevant information

Decision Support Systems

Examining the validity of the Needleman-Wunsch algorithm in identifying decision strategy with eye-movement data

Decision Support Systems
Analyzing the emotional outcomes of the online search behavior with search engines

Computers in Human Behavior
A brain information-aided intelligent investment system

Decision Support Systems
How impulsivity affects consumer decision-making in e-commerce

Electronic Commerce Research and Applications
Examining the moderating effect of inconsistent reviews and its gender differences on consumers' online shopping decision

International Journal of Information Management: The Journal for Information Professionals

Quantified Score

Hi-index	0.00

Visualization

Abstract

The framing effect, proposed by Tversky and Kahneman [A. Tversky, D. Kahneman, The framing of decisions and the psychology of choice, Science 211 (4481) (1981) 453-458.], refers to the phenomenon that varying the presentations of the same problem can systematically affect the choice one makes. In this research we have reviewed a literature related to the framing effect and neurobiological studies of emotion. This review leads us to conceptualize that framing may induce emotion, which in turn impinges on the level of cognitive effort that subsequently shapes the framing effect. We then employ the eye-tracking technology to explore the differences in cognitive effort under both positive and negative framing conditions. Among the four experimental problems, disease and gambling problems are found to exhibit the framing effect, while the kittens' therapy and the plant problem do not. In analyzing the level of eye movement for the four problems, we find that cognitive effort asymmetry plays a critical role in the production of the framing effect. That is, for the two problems that display the framing effect, subjects expend more effort in the negative framing condition than they do in the positive, yet the framing effect persists, indicating that they cannot change their cognitive inertia despite this increase in cognitive effort. The finding has potential implications for the design of information presentation to facilitate decision making.