Using eye-tracking to trace a cognitive process: Gaze behavior during decision making in a natural environment
By Kerstin Gidlöf, Annika Wallin, Richard J. Dewhurst, Kenneth Holmqvist. 2013
196 citations recorded by the source corpus.
The visual behaviour of consumers buying (or searching for) products in a supermarket was measured and used to analyse the stages of their decision process. Traditionally metrics used to trace decision-making processes are difficult to use in natural environments that often contain many options and unstructured information. Unlike previous attempts in this direction (i.e. Russo & Leclerc, 1994), our methodology reveals differences between a decision-making task and a search task. In particular the second (evaluation) stage of a decision task contains more re-dwells than the second stage of a comparable search task. This study addresses the growing concern of taking eye movement research from the laboratory into the ‘real-world’, so findings can be better generalised to natural situations.
Subfields: Cognitive Neuroscience, Social Psychology
View Paper: https://www.semanticscholar.org/paper/1c2fa4d31ad641ae604cb6bbaec89b984f1d796c
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In Cognitive Neuroscience
In Social Psychology
Citations in the corpus
- Elapsed time on first buying triggers brand choices within a category: A virtual reality-based study (2016, background): “Gidlöf and Holmqvist (2013) develop a natural decision segmentation model with three stages (observation, evaluation and verification) and find that a longer observation phase correlates more closely with a high number of fixations, whereas a longer evaluation phase correlates with high average…”