Impacts of Visualizations on Decoy Effects.

The decoy effect is a well-known, intriguing decision-making bias that is often exploited by marketing practitioners to steer consumers towards a desired purchase outcome. It demonstrates that an inclusion of an alternative in the choice set can alter one's preference among the other choices. Although this decoy effect has been universally observed in the real world and also studied by many economists and psychologists, little is known about how to mitigate the decoy effect and help consumers make informed decisions. In this study, we conducted two experiments: a quantitative experiment with crowdsourcing and a qualitative interview study-first, the crowdsourcing experiment to see if visual interfaces can help alleviate this cognitive bias. Four types of visualizations, one-sided bar chart, two-sided bar charts, scatterplots, and parallel-coordinate plots, were evaluated with four different types of scenarios. The results demonstrated that the two types of bar charts were effective in decreasing the decoy effect. Second, we conducted a semi-structured interview to gain a deeper understanding of the decision-making strategies while making a choice. We believe that the results have an implication on showing how visualizations can have an impact on the decision-making process in our everyday life.

How do People Make Sense of Unfamiliar Visualizations?: A Grounded Model of Novice's Information Visualization Sensemaking.

In this paper, we would like to investigate how people make sense of unfamiliar information visualizations. In order to achieve the research goal, we conducted a qualitative study by observing 13 participants when they endeavored to make sense of three unfamiliar visualizations (i.e., a parallel-coordinates plot, a chord diagram, and a treemap) that they encountered for the first time. We collected data including audio/video record of think-aloud sessions and semi-structured interview; and analyzed the data using the grounded theory method. The primary result of this study is a grounded model of NOvice's information Vlsualization Sensemaking (NOVIS model), which consists of the five major cognitive activities: 1 encountering visualization, 2 constructing a frame, 3 exploring visualization, 4 questioning the frame, and 5 floundering on visualization. We introduce the NOVIS model by explaining the five activities with representative quotes from our participants. We also explore the dynamics in the model. Lastly, we compare with other existing models and share further research directions that arose from our observations.

Examining the Use of a Visual Analytics System for Sensemaking Tasks: Case Studies with Domain Experts.

While the formal evaluation of systems in visual analytics is still relatively uncommon, particularly rare are case studies of prolonged system use by domain analysts working with their own data. Conducting case studies can be challenging, but it can be a particularly effective way to examine whether visual analytics systems are truly helping expert users to accomplish their goals. We studied the use of a visual analytics system for sensemaking tasks on documents by six analysts from a variety of domains. We describe their application of the system along with the benefits, issues, and problems that we uncovered. Findings from the studies identify features that visual analytics systems should emphasize as well as missing capabilities that should be addressed. These findings inform design implications for future systems.