Using eye-tracking to trace a cognitive process: Gaze behavior during decision making in a natural environment

Research output: Contribution to journalArticle

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.

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Research areas and keywords

Subject classification (UKÄ) – MANDATORY

  • Psychology (excluding Applied Psychology)
  • Philosophy
  • Human Aspects of ICT

Keywords

  • visual search, process tracing, natural environments, decision-making, eye movements
Original languageEnglish
Pages (from-to)3-14
JournalJournal of Eye Movement Research
Volume6
Issue number1
Publication statusPublished - 2013
Publication categoryResearch
Peer-reviewedYes