Graphic displays in decision making — the visual salience effect

The study investigates the visual salience of information in making differential predictions for alpha‐numeric versus graphic displays in consumer decision making. The experiment partially supports predictions that with alpha‐numeric displays, information is acquired in correspondence with the importance weights of the attributes, whereas under graphic conditions, information is acquired in correspondence with the visual salience of the attributes. The information display form appears to have some effect not only on the temporal order in which information on attributes is acquired, but also on the relative attention given to information on attributes during the early phases of decision making.