“…Survey and web survey responding are particular tasks requiring careful consideration and cognitive effort from respondents. Therefore, web survey responding should be understood as cognitive activity, based on formulating a cognitive representation of the target question and available contextual information about the various interface elements of web surveys (see Couper et al, 2004; Selkälä et al, 2020; Tourangeau, 2018). In the present paper, we examine the implications of particular interface elements of the ZEF two-dimensional web survey format (Figure 1) on the cognitive response process by comparing the ZEF format with three other, more conventional formats.…”