Gaze bias: Selective encoding and liking effects

By Elizabeth R. Schotter, Raymond W. Berry, C. Mckenzie, Keith Rayner. 2010

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Attention and choice: a review on eye movements in decision making. (2013, background): “The higher number of fixations applied to chosen alternatives is due both to a greater number of dwells (Glaholt & Reingold, 2009b, 2011, 2012; Glaholt et al., 2010; Schotter et al., 2010, 2012), and to more fixations within each dwell (Glaholt & Reingold, 2011, 2012).”
Do you like what you see? The role of first fixation and total fixation duration in consumer choice (2015, background): “, the models predict that the alternative that is looked at first would be more likely to be chosen), empirical results on the association between first fixation and choice are mixed: some studies have shown that people are more likely to choose the item that they fixated on first (e.g., Glaholt & R”