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Gaze bias differences capture individual choice behaviour

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

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.

Suggested Citation

  • Thomas, Armin W. & Molter, Felix & Krajbich, Ian & Heekeren, Hauke R. & Mohr, Peter N. C., 2019. "Gaze bias differences capture individual choice behaviour," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 3(6), pages 625-635.
    • Handle: RePEc:zbw:espost:213003
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    References listed on IDEAS

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    1. Avinash R. Vaidya & Lesley K. Fellows, 2015. "Testing necessary regional frontal contributions to value assessment and fixation-based updating," Nature Communications, Nature, vol. 6(1), pages 1-12, December.
    2. Basten, Ulrike & Biele, Guido & Heekeren, Hauke R. & Fiebach, Christian J., 2010. "How the brain integrates costs and benefits during decision making," SFB 649 Discussion Papers 2010-063, Humboldt University Berlin, Collaborative Research Center 649: Economic Risk.
    3. Mohr, Peter N. C. & Heekeren, Hauke R. & Rieskamp, Jörg, 2017. "Attraction Effect in Risky Choice Can Be Explained by Subjective Distance Between Choice Alternatives," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 7, pages 1-10.
    4. repec:cup:judgdm:v:3:y:2008:i::p:396-403 is not listed on IDEAS
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    Cited by:

    1. Frederick Callaway & Antonio Rangel & Thomas L Griffiths, 2021. "Fixation patterns in simple choice reflect optimal information sampling," PLOS Computational Biology, Public Library of Science, vol. 17(3), pages 1-29, March.
    2. Moshe Glickman & Orian Sharoni & Dino J Levy & Ernst Niebur & Veit Stuphorn & Marius Usher, 2019. "The formation of preference in risky choice," PLOS Computational Biology, Public Library of Science, vol. 15(8), pages 1-25, August.
    3. Shen Li & Yuyang Zhang & Zhaolin Ren & Claire Liang & Na Li & Julie A. Shah, 2024. "Enhancing Preference-based Linear Bandits via Human Response Time," Papers 2409.05798, arXiv.org, revised Oct 2024.
    4. Fischbacher, Urs & Hausfeld, Jan & Renerte, Baiba, 2022. "Strategic incentives undermine gaze as a signal of prosocial motives," Games and Economic Behavior, Elsevier, vol. 136(C), pages 63-91.
    5. Bansal, Prateek & Kim, Eui-Jin & Ozdemir, Semra, 2024. "Discrete choice experiments with eye-tracking: How far we have come and ways forward," Journal of choice modelling, Elsevier, vol. 51(C).
    6. Zhao, Meina & Wang, Xuqi, 2021. "Perception value of product-service systems: Neural effects of service experience and customer knowledge," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).

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