Abstract
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.
Original language | English |
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Pages (from-to) | 3-14 |
Journal | Journal of Eye Movement Research |
Volume | 6 |
Issue number | 1 |
Publication status | Published - 2013 |
Subject classification (UKÄ)
- Psychology (excluding Applied Psychology)
- Philosophy
- Human Aspects of ICT
Free keywords
- visual search
- process tracing
- natural environments
- decision-making
- eye movements