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

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Author

Summary, in English

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.

Publishing year

2013

Language

English

Pages

3-14

Publication/Series

Journal of Eye Movement Research

Volume

6

Issue

1

Document type

Journal article

Publisher

European Group for Eye Movement Research

Topic

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

Keywords

  • visual search
  • process tracing
  • natural environments
  • decision-making
  • eye movements

Status

Published

ISBN/ISSN/Other

  • ISSN: 1995-8692