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Visual attention during decision-making in natural environments

Gidlöf, Kerstin LU (2014) In Lund University Cognitive Science 159.
Abstract
This thesis investigates visual attention during decision-making in natural environments in four different studies.



The first study demonstrated that decisions in the supermarket were suboptimal and this did not seem to relate to the amount of products attended to or the amount of time spent on each product. Consumers also failed to look at a subsection of products that better suited their preferences.



The second study investigated the ‘central gaze bias’ found in lab-based eye tracking. The results from a monitor setting were compared to a real supermarket shelf. The distribution of visual attention was significantly closer to the centre of the shelf in the monitor condition compared to the... (More)
This thesis investigates visual attention during decision-making in natural environments in four different studies.



The first study demonstrated that decisions in the supermarket were suboptimal and this did not seem to relate to the amount of products attended to or the amount of time spent on each product. Consumers also failed to look at a subsection of products that better suited their preferences.



The second study investigated the ‘central gaze bias’ found in lab-based eye tracking. The results from a monitor setting were compared to a real supermarket shelf. The distribution of visual attention was significantly closer to the centre of the shelf in the monitor condition compared to the supermarket.



In the third study 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. Existing models of the stages of the decision-making process were refined and revealed differences between a decision-making task and a search task. In particular the second (evaluation) stage of a decision task contained more re-dwells than the second stage of a comparable search task.



The fourth study took a closer look at interacting cognitive processes during decision-making and their impact on visual attention. Participants’ visual attention during decisions was sensitive to evaluations made already during encoding and decisions were strongly characterized by preferential looking to to-be-chosen options. (Less)
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author
supervisor
opponent
  • Professor Gilchrist, Iain, University of Bristol, England
organization
publishing date
type
Thesis
publication status
published
subject
keywords
decision-making, visual attention, process tracing, consumer behaviour
in
Lund University Cognitive Science
volume
159
pages
152 pages
defense location
Sal B237, LUX, Helgonavägen 3, Lund
defense date
2015-01-12 10:15
ISSN
1101-8453
ISBN
978-91-87833-17-5
language
English
LU publication?
yes
id
c5baf96b-5fab-4c58-b23f-9d76f33f6d2e (old id 4863175)
date added to LUP
2014-12-15 13:59:03
date last changed
2016-09-19 08:45:00
@misc{c5baf96b-5fab-4c58-b23f-9d76f33f6d2e,
  abstract     = {This thesis investigates visual attention during decision-making in natural environments in four different studies. <br/><br>
<br/><br>
The first study demonstrated that decisions in the supermarket were suboptimal and this did not seem to relate to the amount of products attended to or the amount of time spent on each product. Consumers also failed to look at a subsection of products that better suited their preferences.<br/><br>
<br/><br>
The second study investigated the ‘central gaze bias’ found in lab-based eye tracking. The results from a monitor setting were compared to a real supermarket shelf. The distribution of visual attention was significantly closer to the centre of the shelf in the monitor condition compared to the supermarket.<br/><br>
<br/><br>
In the third study 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. Existing models of the stages of the decision-making process were refined and revealed differences between a decision-making task and a search task. In particular the second (evaluation) stage of a decision task contained more re-dwells than the second stage of a comparable search task.<br/><br>
<br/><br>
The fourth study took a closer look at interacting cognitive processes during decision-making and their impact on visual attention. Participants’ visual attention during decisions was sensitive to evaluations made already during encoding and decisions were strongly characterized by preferential looking to to-be-chosen options.},
  author       = {Gidlöf, Kerstin},
  isbn         = {978-91-87833-17-5},
  issn         = {1101-8453},
  keyword      = {decision-making,visual attention,process tracing,consumer behaviour},
  language     = {eng},
  pages        = {152},
  series       = {Lund University Cognitive Science},
  title        = {Visual attention during decision-making in natural environments},
  volume       = {159},
  year         = {2014},
}