Jacob L. Orquin

Attention and choice: A review on eye movements in decision making

This paper reviews studies on eye movements in decision making, and compares their observations to theoretical predictions concerning the role of attention in decision making. Four decision theories are examined: rational models, bounded rationality, evidence accumulation, and parallel constraint satisfaction models. Although most theories were confirmed with regard to certain predictions, none of the theories adequately accounted for the role of attention during decision making. Several observations emerged concerning the drivers and down-stream effects of attention on choice, suggesting that attention processes plays an active role in constructing decisions. So far, decision theories have largely ignored the constructive role of attention by assuming that it is entirely determined by heuristics, or that it consists of stochastic information sampling. The empirical observations reveal that these assumptions are implausible, and that more accurate assumptions could have been made based on prior attention and eye movement research. Future decision making research would benefit from greater integration with attention research.

A meta-analysis of blood glucose effects on human decision making.

The academic and public interest in blood glucose and its relationship to decision making has been increasing over the last decade. To investigate and evaluate competing theories about this relationship, we conducted a psychometric meta-analysis on the effect of blood glucose on decision making. We identified 42 studies relating to 4 dimensions of decision making: willingness to pay, willingness to work, time discounting, and decision style. We did not find a uniform influence of blood glucose on decision making. Instead, we found that low levels of blood glucose increase the willingness to pay and willingness to work when a situation is food related, but decrease willingness to pay and work in all other situations. Low levels of blood glucose increase the future discount rate for food; that is, decision makers become more impatient, and to a lesser extent increase the future discount rate for money. Low levels of blood glucose also increase the tendency to make more intuitive rather than deliberate decisions. However, this effect was only observed in situations unrelated to food. We conclude that blood glucose has domain-specific effects, influencing decision making differently depending on the relevance of the situation to acquiring food. (PsycINFO Database Record

A review of the findings and theories on surface size effects on visual attention

That surface size has an impact on attention has been well-known in advertising research for almost a century; however, theoretical accounts of this effect have been sparse. To address this issue, we review studies on surface size effects on eye movements in this paper. While most studies find that large objects are more likely to be fixated, receive more fixations, and are fixated faster than small objects, a comprehensive explanation of this effect is still lacking. To bridge the theoretical gap, we relate the findings from this review to three theories of surface size effects suggested in the literature: a linear model based on the assumption of random fixations (Lohse, 1997), a theory of surface size as visual saliency (Pieters etal., 2007), and a theory based on competition for attention (CA; Janiszewski, 1998). We furthermore suggest a fourth model – demand for attention – which we derive from the theory of CA by revising the underlying model assumptions. In order to test the models against each other, we reanalyze data from an eye tracking study investigating surface size and saliency effects on attention. The reanalysis revealed little support for the first three theories while the demand for attention model showed a much better alignment with the data. We conclude that surface size effects may best be explained as an increase in object signal strength which depends on object size, number of objects in the visual scene, and object distance to the center of the scene. Our findings suggest that advertisers should take into account how objects in the visual scene interact in order to optimize attention to, for instance, brands and logos.

Effects of salience are both short- and long-lived.

A salient object can attract attention irrespective of its relevance to current goals. However, this bottom up effect tends to be short-lived (e.g. <150 ms) and it is generally assumed that top down processes such as goals or task instructions operating in later time windows override the effect of salience operating in early time windows. While the majority of studies on visual search and scene viewing comply with the assumptions of top down and bottom up processes operating in different time windows and that the former overrides the latter, we point to some possible anomalies in decision research. To explore these anomalies and thereby test the two key assumptions, we manipulate the salience and valence of one information cue in a decision task. Our analyses reveal that in decision tasks top down and bottom up processes do not operate in different time windows as predicted, nor does the former process necessarily override the latter. Instead, we find that the maximum effect of salience on the likelihood of making a saccade to the target cue is delayed until about 20 saccades after stimulus onset and that the effects of salience and valence are additive rather than multiplicative. Further, we find that in the positive and neutral valence conditions, salience continues to exert pressure on saccadic latency, i.e. the interval between saccades to the target with high salience targets being fixated faster than low salience targets. Our findings challenge the assumption that top down and bottom up processes operate in different time windows and the assumption that top down processes necessarily override bottom up processes.

Threats to the validity of eye-movement research in psychology

Eyetracking research in psychology has grown exponentially over the past decades, as equipment has become cheaper and easier to use. The surge in eyetracking research has not, however, been equaled by a growth in methodological awareness, and practices that are best avoided have become commonplace. We describe nine threats to the validity of eyetracking research and provide, whenever possible, advice on how to avoid or mitigate these challenges. These threats concern both internal and external validity and relate to the design of eyetracking studies, to data preprocessing, to data analysis, and to the interpretation of eyetracking data.

Increasing consumers' attention capture and food choice through bottom-up effects

To guide consumers in their decision process, especially food products often carry labels indicating production method or nutritional content. However, past research shows that many labels are rarely attended to in the consumers decision process. In order to enhance the effectiveness of such labels and to increase choice likelihood of labeled products, the label must capture attention. We address the question of how a single label on the product packaging can capture attention through bottom-up effects and increase choice through increased attention capture. To this end, we conducted a combined eye tracking and choice experiment manipulating the surface size and visual saliency - the two most important bottom-up effects on attention - of the Danish organic label across three food product categories. Results show a strong and significant increase in attention capture towards a larger and more visually salient label. Most importantly, the effect of attention capture carried over into increased choice likelihood. Both marketers and policy makers might benefit from this approach, which provides directions for designing product labels that can influence attention capture and product choice.

Attention to advertising and memory for brands under alcohol intoxication

In an attempt to discover new possibilities for advertising in uncluttered environments marketers have recently begun using ambient advertising in, for instance, bars and pubs. However, advertising in such licensed premises have to deal with the fact that many consumers are under the influence of alcohol while viewing the ad. This paper examines the effect of alcohol intoxication on attention to and memory for advertisements in two experiments. Study 1 used a forced exposure manipulation and revealed increased attention to logos under alcohol intoxication consistent with the psychopharmacological prediction that alcohol intoxication narrows attention to the more salient features in the visual environment. Study 2 used a voluntary exposure manipulation in which ads were embedded in a magazine. The experiment revealed that alcohol intoxication reduces voluntary attention to ads and leads to a significant reduction in memory for the viewed ads. In popular terms consuming one or two beers reduces brand recall from 40 to 36% while being heavily intoxicated further reduces brand recall to 17%.