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Deception is a pervasive aspect of human communication. Empirical studies have shown that most individuals engage in some form of deceit on a daily basis, with approximately 20% of social exchanges involving deceptive elements. Lying follows a developmental trajectory, peaking during adolescence and declining with age, possibly due to the maturation of cognitive control and social accountability.Cognitive and Social Factors in Deception DetectionDespite its prevalence, accurately detecting...
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Related Experiment Video

Updated: Oct 10, 2025

Integrating Visual Psychophysical Assays within a Y-Maze to Isolate the Role that Visual Features Play in Navigational Decisions
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Impacts of Visualizations on Decoy Effects.

Yuin Jeong1, Sangheon Oh2, Younah Kang3

  • 1Management of Technology, Yonsei University, 50 Yonsei-ro, Seodaemun-gu, Seoul 03722, Korea.

International Journal of Environmental Research and Public Health
|December 10, 2021
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Visualizations can help reduce the decoy effect, a common decision-making bias. Bar charts proved most effective in mitigating this marketing tactic, aiding consumers in making more informed choices.

Keywords:
consumer choicedebiasdecoy effectinformation visualization

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Area of Science:

  • Decision Science
  • Cognitive Psychology
  • Human-Computer Interaction

Background:

  • The decoy effect is a decision-making bias where preferences are influenced by an asymmetrically dominated alternative.
  • While widely observed, methods to mitigate the decoy effect and support informed consumer choices are underexplored.
  • Marketing extensively utilizes the decoy effect to manipulate consumer purchasing decisions.

Purpose of the Study:

  • To investigate the efficacy of visual interfaces in mitigating the decoy effect.
  • To explore consumer decision-making strategies when presented with choice sets.
  • To understand the impact of data visualizations on cognitive biases in decision-making.

Main Methods:

  • A quantitative crowdsourcing experiment evaluated four visualization types (bar charts, scatterplots, parallel-coordinate plots) against the decoy effect.
  • A qualitative semi-structured interview study explored underlying decision-making processes.
  • Scenarios involving different types of choices were used to test visualization effectiveness.

Main Results:

  • Two-sided bar charts and one-sided bar charts significantly reduced the impact of the decoy effect.
  • Visualizations, particularly bar charts, demonstrated a capacity to alleviate this cognitive bias.
  • Qualitative data provided insights into how individuals process information during choice tasks.

Conclusions:

  • Data visualizations, specifically bar charts, can serve as effective tools to mitigate the decoy effect.
  • Visual interfaces can empower consumers to make more rational decisions by reducing susceptibility to cognitive biases.
  • Findings have implications for designing user interfaces that support better decision-making in various contexts.