Speed and accuracy in value-based decision making: An eye-tracking study

2009 ◽  
Author(s):  
Milica Milosavljevic ◽  
Alexander Huth ◽  
Antonio Rangel ◽  
Christof Koch
Keyword(s):  
Decision Making ◽  
Eye Tracking ◽  
Speed And Accuracy

Economic decision making under conditions of extreme time pressure and option overload: an eye-tracking study

2008 ◽  
Author(s):  
Elena Reutskaja ◽  
Johannes Pulst-Korenberg ◽  
Rosemarie Nagel ◽  
Colin F. Camerer ◽  
Antonio Rangel
Keyword(s):  
Decision Making ◽  
Eye Tracking ◽  
Time Pressure ◽  
Economic Decision ◽  
Economic Decision Making

scholarly journals Best Thing Is Always in the Middle? An Investigation of Centrality Preference By Eye-Tracking Technique and Memory Recall

2018 ◽  
Vol 12 ◽  
Author(s):  
Lap-Yan Lo ◽  
Cheuk-Yu Tsang
Keyword(s):  
Decision Making ◽  
Eye Tracking ◽  
Recall Test ◽  
Number Line ◽  
Mental Number Line ◽  
Horizontal Line ◽  
Memory Recall ◽  
Tracking Technique ◽  
Fixation Points ◽  
The Relationship

An object located in the centre position is believed to be the most attended and well remembered, which increases its likelihood of being chosen (i.e., centrality preference). However, the literature has yielded inconsistent evidence. With the support of an eye-tracking technique, this study tried to provide another means of examining the relationship between preference and attention. Thirty undergraduates were asked to choose one of five similar items presented on a horizontal line. The findings on eye fixation points and looking duration positively related to the probability of an item being chosen as the preferred item. Yet performance in a recall test revealed an independence between preference and remembering. Furthermore, an unexpectedly large proportion of the participants also preferred the items on the leftmost side of the array. The mental number line and social norms, together with centrality preference, were used to provide an explanation of our implicit preference in decision making.

scholarly journals The impact of product presentation on decision-making and purchasing

2019 ◽  
Vol 22 (3) ◽  
pp. 365-380 ◽  
Author(s):  
Rosy Boardman ◽  
Helen McCormick
Keyword(s):  
Decision Making ◽  
Eye Tracking ◽  
Visual Information ◽  
Age Groups ◽  
Target Market ◽  
Consumer Decision Making ◽  
Consumer Decision ◽  
Content Type ◽  
Product Presentation ◽  
The Impact

Purpose This paper aims to investigate how apparel product presentation influences consumer decision-making and whether there are any differences between age groups. Design/methodology/approach A mixed methodology was used including eye-tracking and qualitative in-depth interviews, with a purposive sample of 50 participants between age 20 and 70. Findings A higher number of product presentation features resulted in increased positive visual, cognitive and affective responses as consumers wanted as much visual information as possible to aid decision-making. Images of models attracted the most attention and were the most influential product presentation feature, followed by mannequin images and the zoom function. The 20 s spent much less time viewing and interacting with the product presentation features than middle age groups (30 s-50 s), had minimal fixations on mannequin images and had a much quicker decision-making process than other age groups. Practical implications The research informs retailers which product presentation features are the most effective for their target market to aid consumer decision-making with the aim of reducing returns. Originality/value The paper contributes to the literature by providing more in-depth insights than previous studies into the impact of online product presentation on consumer decision-making by using qualitative research and eye-tracking. The research also explores more product presentation features than previous research and investigates the presentation of apparel products, which are notoriously the most difficult products for consumers to assess online. The research is unique in its exploration of age differences in relation to product presentation features.

scholarly journals Eye Gazes Based on Associative Relevance Assist in Decision Making Processes during Scene Perception

2016 ◽  
Vol 8 (2) ◽  
pp. 74
Author(s):  
Gufran Ahmad
Keyword(s):  
Decision Making ◽  
Information Processing ◽  
Eye Movements ◽  
Visual Perception ◽  
Eye Tracking ◽  
Scene Perception ◽  
Cognitive Dynamics ◽  
Movement Data ◽  
Business Applications ◽  
Decision Making Processes

<p>Research studies on eye movements in area of information processing task, such as scene perception have recently advanced towards understandings of underlying visual perception mechanism and human cognitive dynamics. Besides, business applications of eye tracking are endlessly revealing groundbreaking trends based on practical scenarios. In this study, we conducted a number of eye tracking experiments to establish our hypothesis that the eye gazes based on the associative relevance found within the contexts of scenes during scene perception significantly supported the processes of decision making. The collected eye movement data from participants who viewed artistic scenes discovered that the tracks of eye gazes traversed along the existing associative relevance among the elements of scenes for decision making processes. These experimental evidences confirmed our hypothesis that the eye gazes based on associative relevance assisted in decision making processes during scene perception.</p>

Eye-tracking Data Analysis for Visual Exploration Assessment and Decision Making Interpretation in Virtual Reality Environments

2020 ◽  
Author(s):  
Abner Cardoso da Silva ◽  
Cesar A. Sierra-Franco ◽  
Greis Francy M. Silva-Calpa ◽  
Felipe Carvalho ◽  
Alberto Barbosa Raposo
Keyword(s):  
Decision Making ◽  
Virtual Reality ◽  
Data Analysis ◽  
Eye Tracking ◽  
Visual Exploration ◽  
Tracking Data

A Comparison of Two Methods of Column Addition

1976 ◽  
Vol 7 (3) ◽  
pp. 145-154
Author(s):  
Grayson H. Wheatley
Keyword(s):  
Decision Making ◽  
Direct Method ◽  
Fourth Grade ◽  
Computational Procedure ◽  
The Other ◽  
Ability Levels ◽  
Timed Tests ◽  
Speed And Accuracy

Speed and accuracy in adding a column of one-digit numbers directly down a column was compared to adding by looking for combinations that add up to ten. Ninety-two fourth-grade subjects learned one of these two methods over a one-week period and then learned the other method the following week. Using timed tests after each treatment, it was found that the direct method was much faster (p < .001) and just as accurate as the tens method. This held for all ability levels. There was a slight preference for the tens method after training. The results suggest that a computational procedure that requires less decision making is more efficient.

Sign in / Sign up

Export Citation Format

Share Document