9-S: Presentation Style Affects Decision Processes: a Dietary Choice Study

Mona Prakash, Duke University, USA
Jonathan Winkle, Duke University, USA
Nicolette Sullivan, Duke University, USA
Gavan Fitzsimons, Duke University, USA
John Pearson, Duke University, USA
Scott Huettel, Duke University, USA
When making decisions, the available options can often take a variety of forms. For example, menus can have some options that have images while others are described in words. This paper explores how the visual form in which an option is presented can bias decision processing.
[ to cite ]:
Mona Prakash, Jonathan Winkle, Nicolette Sullivan, Gavan Fitzsimons, John Pearson, and Scott Huettel (2017) ,"9-S: Presentation Style Affects Decision Processes: a Dietary Choice Study", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1056-1056.