Simone Mueller Loose

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.

Market-Channel Choices of Indonesian Potato Farmers: A Best–Worst Scaling Experiment

We present an empirical analysis of how buyer (and trader) attributes influence decisions of market participation and channel choice among smallholder potato farmers in West Java, Indonesia. We use a best–worst scaling experiment to evaluate the determinants of these decisions and gauge the influence of buyer attributes. Our latent-class cluster analysis reveals that producers have heterogeneous preferences for buyer attributes, which address classic smallholder constraints such as access to inputs, credit, and information. This heterogeneity can be somewhat explained by household characteristics and assets. The broad mass of our sample sought buyers whose attributes imply lower market risk for farmers. Yet roughly a quarter of our sample, a portion that included farmers with large, specialised farms, sought buyers who could provide inputs such as high-quality seeds.

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.