Ocular Tracking and the Behavioral Effects of Negative Externalities on Perceived Property Values

Michael Seiler (), Poornima Madhavan and Molly Liechty

Journal of Housing Research, 2012, vol. 21, issue 2, 123-137

Abstract: This study proposes an alternative valuation technique to the standard hedonic model. Specifically, in the context of an experimental design, we use ocular tracking technology (dwell time, fixation duration, and saccade amplitude) to follow the eye movements of perspective homebuyers and a sample of student participants while searching for homes on the Internet. We superimpose ominous power lines in matched samples to just one home of the 10 homes that participants toured. Walls of another home within the tour package are artificially painted pink. Again using matched samples to compare results, we find that people rationally differentiate between negative externalities that can easily be changed (pink walls) versus those that cannot (power lines).

Date: 2012
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DOI: 10.1080/10835547.2012.12092060

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