How visual attention affects choice outcomes: An eyetracking study

Yiyu Chen, Vincenzina Caputo, Rodolfo M. Nayga, Jr, Riccardo Scarpa, Siamac Fazli

Research output: Chapter in Book/Report/Conference proceedingConference contribution

3 Citations (Scopus)

Abstract

This study combines economic data collected through a choice experiment method with eye movements recorded using eye tracking technology to analyze how visual attention affects choice outcome. Our results show that subjects who spent more time on the area of interest of specific product information valued them more. Consistently with the economic theory, for example, the longer the time spent on visualizing the price attribute, the higher the sensitivity to price increases. Our results also indicate that the model performance can be improved when accounting for visual saliency in choice decision.

Original languageEnglish
Title of host publication3rd International Winter Conference on Brain-Computer Interface, BCI 2015
PublisherInstitute of Electrical and Electronics Engineers Inc.
ISBN (Print)9781479974948
DOIs
Publication statusPublished - 2015 Mar 30
Externally publishedYes
Event2015 3rd International Winter Conference on Brain-Computer Interface, BCI 2015 - Gangwon-Do, Korea, Republic of
Duration: 2015 Jan 122015 Jan 14

Other

Other2015 3rd International Winter Conference on Brain-Computer Interface, BCI 2015
CountryKorea, Republic of
CityGangwon-Do
Period15/1/1215/1/14

ASJC Scopus subject areas

  • Human-Computer Interaction
  • Cognitive Neuroscience
  • Sensory Systems

Fingerprint Dive into the research topics of 'How visual attention affects choice outcomes: An eyetracking study'. Together they form a unique fingerprint.

  • Cite this

    Chen, Y., Caputo, V., Nayga, Jr, R. M., Scarpa, R., & Fazli, S. (2015). How visual attention affects choice outcomes: An eyetracking study. In 3rd International Winter Conference on Brain-Computer Interface, BCI 2015 [7073055] Institute of Electrical and Electronics Engineers Inc.. https://doi.org/10.1109/IWW-BCI.2015.7073055