August 1 , 2007
Bob Kuo
What do people see and judge: two case studies
involving over-confidence and anchoring
Abstract
Established in 2006, Center for Cognition in
E-Decision (CCED) of National Sun Yat-sen University, Taiwan is to study the
impact of information presentation on human decision behaviors in the Internet,
which is now burdened with the problem of information overload. The current research
personnel are composed of three professors, seven PhD students and four master
students. CCED is currently running several research projects with the EyeLink
II System from SR Research Company that offers a new opportunity to explore the
perceptual effort in human decision making. Specifically, couched in the seminal
work by Tversky and Kahneman (1981 ) concerning decision bias, these projects
aim to investigate on how information presentation may induce/influence biased
human perception that in turn may affect judgment. Professor Feng-Yang (Bob)
Kuo will present two recent experimental trials, one on information-induced over-confidence
and the other on bias induced by advertising anchoring, to demonstrate the application
of the EyeLink II System.
With the coming of Web 2.0 (affective computing) and the explosion of information
in the Internet, the endeavors undertaken by CCED hope to advance our understanding
of how to better design information representation that facilitate rational decision
making. As pointed out by Herbert Simon (1969/1996) in his book, The Sciences
of the Artificial, "a design presentation suitable to a world in which the
scarce factor is information may exactly the wrong one for a world in which the
scarce factor is attention" and "the real design problem is …that
they will get only the information that is most important and relevant to the
decisions they will make" (p144). Comments concerning potential research
opportunities along this line of thought are particularly appreciated.
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