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

Journal of Eye Movement Research 6 (1):3-14 (2013)
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Abstract

The visual behaviour of consumers buying 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, our methodology reveals differences between a decision-making task and a search task. In particular the second 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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Annika Wallin
Lund University

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