Using Eye Tracking to Trace a Cognitive Process: Gaze Behaviour During Decision Making in a Natural Environment
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...
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| Format: | Article |
| Language: | English |
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MDPI AG
2013-01-01
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| Series: | Journal of Eye Movement Research |
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| Online Access: | https://bop.unibe.ch/JEMR/article/view/2351 |
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| _version_ | 1850146221978550272 |
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| author | Kerstin Gidlöf Annika Wallin Richard Dewhurst Kenneth Holmqvist |
| author_facet | Kerstin Gidlöf Annika Wallin Richard Dewhurst Kenneth Holmqvist |
| author_sort | Kerstin Gidlöf |
| collection | DOAJ |
| description | 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. |
| format | Article |
| id | doaj-art-930dea6544ec400091bb20d797d8279a |
| institution | OA Journals |
| issn | 1995-8692 |
| language | English |
| publishDate | 2013-01-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Journal of Eye Movement Research |
| spelling | doaj-art-930dea6544ec400091bb20d797d8279a2025-08-20T02:27:54ZengMDPI AGJournal of Eye Movement Research1995-86922013-01-016110.16910/jemr.6.1.3Using Eye Tracking to Trace a Cognitive Process: Gaze Behaviour During Decision Making in a Natural EnvironmentKerstin Gidlöf0Annika Wallin1Richard Dewhurst2Kenneth Holmqvist3Lund UniversityLund UniversityLund UniversityLund UniversityThe 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.https://bop.unibe.ch/JEMR/article/view/2351eye movementsdecision-makingvisual searchprocess tracingnatural environments |
| spellingShingle | Kerstin Gidlöf Annika Wallin Richard Dewhurst Kenneth Holmqvist Using Eye Tracking to Trace a Cognitive Process: Gaze Behaviour During Decision Making in a Natural Environment Journal of Eye Movement Research eye movements decision-making visual search process tracing natural environments |
| title | Using Eye Tracking to Trace a Cognitive Process: Gaze Behaviour During Decision Making in a Natural Environment |
| title_full | Using Eye Tracking to Trace a Cognitive Process: Gaze Behaviour During Decision Making in a Natural Environment |
| title_fullStr | Using Eye Tracking to Trace a Cognitive Process: Gaze Behaviour During Decision Making in a Natural Environment |
| title_full_unstemmed | Using Eye Tracking to Trace a Cognitive Process: Gaze Behaviour During Decision Making in a Natural Environment |
| title_short | Using Eye Tracking to Trace a Cognitive Process: Gaze Behaviour During Decision Making in a Natural Environment |
| title_sort | using eye tracking to trace a cognitive process gaze behaviour during decision making in a natural environment |
| topic | eye movements decision-making visual search process tracing natural environments |
| url | https://bop.unibe.ch/JEMR/article/view/2351 |
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