Department of Management

Sonja Perkovic

Visual Biases in Decision Making

Research output: Contribution to journal/Conference contribution in journal/Contribution to newspaperJournal articleResearchpeer-review


We review research on eye movements in decision making and show that decision makers are subject to several visual biases such as the size, salience, position, emotional valence, predictability, and number of information elements. These biases lead decision makers to allocate their attention in ways that are arbitrary to their goals and sometimes bias their choices. We show that while some visual biases can be minimized, others are unavoidable. Consequently, it is impossible to present information in a completely neutral way. Any presentation format will bias decision makers to attend or ignore different information and thereby influence their choices.

Original languageEnglish
JournalApplied Economic Perspectives and Policy
Pages (from-to)523–537
Number of pages15
Publication statusPublished - 2018

    Research areas

  • ATTENTION, ATTRIBUTE NON-ATTENDANCE, Attention, CHOICE, COMPUTATION, EYE-TRACKING, FOOD, GAZE BIAS, INFORMATION, MOVEMENTS, SALIENCY, bottom up control, consumer policy, downstream effects, eye movements

See relations at Aarhus University Citationformats

ID: 135626989