An Eye-Tracking Study on the Effects of Using Highlighted Multi-attribute Tables: A Preliminary Report

Our previous research, aimed at improving the design of multi-attribute tables (such as product catalogs), found that black-and-white graphics aided decision-making more than numerical or textual formats (Ideno et al., Diagrams 2020). We extended these findings by examining how combining graphic and numerical presentation (highlighting the cells with superior values) influences decision-making. Twenty-one participants chose the most desirable digital cameras from five alternatives. Results showed faster decision-making with highlighted cells compared to non-highlighted ones. A two-stage decision strategy emerged, with more attribute-based gaze shifts initially and equal vertical and horizontal shifts later. We discussed the implications and prospects of highlighted multi-attribute tables.