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

Gidlöf, Kerstin LU ; Wallin, Annika LU ; Dewhurst, Richard LU and Holmqvist, Kenneth LU (2013) In Journal of Eye Movement Research 6(1). p.3-14
Abstract
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... (More)
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. (Less)
Please use this url to cite or link to this publication:
author
organization
publishing date
type
Contribution to journal
publication status
published
subject
keywords
visual search, process tracing, natural environments, decision-making, eye movements
in
Journal of Eye Movement Research
volume
6
issue
1
pages
3 - 14
publisher
European Group for Eye Movement Research
external identifiers
  • wos:000328117900003
ISSN
1995-8692
language
English
LU publication?
yes
id
eaafa64f-a07f-44ea-a2c2-d9a0f4879c8b (old id 3241222)
alternative location
http://www.jemr.org/online/6/1/3
date added to LUP
2012-12-13 14:52:36
date last changed
2016-04-15 22:19:57
@article{eaafa64f-a07f-44ea-a2c2-d9a0f4879c8b,
  abstract     = {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.},
  author       = {Gidlöf, Kerstin and Wallin, Annika and Dewhurst, Richard and Holmqvist, Kenneth},
  issn         = {1995-8692},
  keyword      = {visual search,process tracing,natural environments,decision-making,eye movements},
  language     = {eng},
  number       = {1},
  pages        = {3--14},
  publisher    = {European Group for Eye Movement Research},
  series       = {Journal of Eye Movement Research},
  title        = {Using eye-tracking to trace a cognitive process: Gaze behavior during decision making in a natural environment},
  volume       = {6},
  year         = {2013},
}