In the Blink of an Eye: The Influence of Visual Prompts on Product Choices Online

Visual prompts—temporary visual cues shown for milliseconds—can bias product choices online. Drawing on feature integration theory and saliency theory, this article demonstrates that the location and color of visual prompts influence attention and choices. In Study 1 (trials = 3,744, N = 26), participants were more likely to select products in the same location as a visual prompt. This effect was amplified in the top part of the screen at the 350 ms interval. In Study 2 (2,592, N = 18), participants were more likely to select products that were the same color as the visual prompts. This effect was strongest for red at the 750 ms interval. In Study 3 (trials = 3,168, N = 22), both location and color influenced product choices, with some colors amplifying the effect of location. Together, these studies show how split-second visual cues have the potential to influence choices online. This has implications for managers and raises ethical considerations on digital platforms.