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Visual attention modulates the integration of goal-relevant evidence and not value

Pradyumna Sepulveda, Marius Usher, Ned Davies, Amy Benson and Pietro Ortoleva
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Pradyumna Sepulveda: University College London
Marius Usher: Tel Aviv University
Ned Davies: University College London
Amy Benson: University College London
Pietro Ortoleva: Princeton University

Working Papers from Princeton University. Economics Department.

Abstract: When choosing between options, such as food items presented in plain view, people tend to choose the option they spend longer looking at. The prevailing interpretation is that visual attention increases value. However, in previous studies, ‘value’ was coupled to a behavioural goal, since subjects had to choose the item they preferred. This makes it impossible to discern if visual attention has an effect on value, or, instead, if attention modulates the information most relevant for the goal of the decision-maker. Here we present the results of two independent studies—a perceptual and a value-based task—that allow us to decouple value from goal-relevant information using specific task-framing. Combining psychophysics with computational modelling, we show that, contrary to the current interpretation, attention does not boost value, but instead it modulates goal-relevant information. This work provides a novel and more general mechanism by which attention interacts with choice.

Keywords: Value-based decision; Metacognition; Attention; Computational Modelling; Framing; Eye-tracking (search for similar items in EconPapers)
JEL-codes: D70 D79 (search for similar items in EconPapers)
Date: 2020-04
New Economics Papers: this item is included in nep-cbe
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