Gaze bias differences capture individual choice behaviour

Armin W. Thomas, Felix Molter, Ian Krajbich, Hauke R. Heekeren and Peter N. C. Mohr

EconStor Open Access Articles and Book Chapters, 2019, vol. 3, issue 6, 625-635

Abstract: How do we make simple consumer choices (e.g., deciding between an apple, an orange, and a banana)? Recent empirical evidence suggests a close link between choice behavior and eye movements at the group level, with generally higher choice probabilities for items that were looked at longer during the decision process. However, it is unclear how variable this effect is across individuals. Here, we investigate this question in a multialternative forced-choice experiment using a novel computational model that can be easily applied to the individual participant level. We show that a link between gaze and choice is present for most individuals, but differs considerably in strength, namely, the choices of some individuals are almost independent of gaze allocation, while the choices of others are strongly associated with gaze behavior. Accounting for this variability in our model allows us to explain and accurately predict individual differences in observed choice behavior.

Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (7)

Downloads: (external link)
https://www.econstor.eu/bitstream/10419/213003/1/F ... bias-differences.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:zbw:espost:213003

Access Statistics for this article

More articles in EconStor Open Access Articles and Book Chapters from ZBW - Leibniz Information Centre for Economics Contact information at EDIRC.
Bibliographic data for series maintained by ZBW - Leibniz Information Centre for Economics ().