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The Power of Eye Tracking in Economics Experiments

Author

Listed:
  • Joanna N. Lahey
  • Douglas Oxley

Abstract

Eye tracking is a technology that tracks eye activity including how long and where a participant is looking. As eye tracking technology has improved and become more affordable its use has expanded. We discuss how to design, implement, and analyze an experiment using this technology to study economic theory. Using our experience fielding an experiment to study hiring decisions we guide the reader through how to choose an eye tracker, concerns with participants and set-up, types of outputs, limitations of eye tracking, data management and data analysis. We conclude with suggestions for combining eye tracking with other measurements.

Suggested Citation

  • Joanna N. Lahey & Douglas Oxley, 2016. "The Power of Eye Tracking in Economics Experiments," American Economic Review, American Economic Association, vol. 106(5), pages 309-313, May.
    • Handle: RePEc:aea:aecrev:v:106:y:2016:i:5:p:309-13
    Note: DOI: 10.1257/aer.p20161009
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    References listed on IDEAS

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    Cited by:

    1. Mandy Ryan & Nicolas Krucien & Frouke Hermens, 2018. "The eyes have it: Using eye tracking to inform information processing strategies in multi‐attributes choices," Health Economics, John Wiley & Sons, Ltd., vol. 27(4), pages 709-721, April.
    2. Ellen J Van Loo & Carola Grebitus & Rodolfo M Nayga & Wim Verbeke & Jutta Roosen, 2018. "On the Measurement of Consumer Preferences and Food Choice Behavior: The Relation Between Visual Attention and Choices," Applied Economic Perspectives and Policy, John Wiley & Sons, vol. 40(4), pages 538-562, December.
    3. Chavez, Daniel E. & Palma, Marco A. & Nayga, Rodolfo M. & Mjelde, James W., 2020. "Product availability in discrete choice experiments with private goods," Journal of choice modelling, Elsevier, vol. 36(C).
    4. Susann Fiedler & Adrian Hillenbrand, 2018. "Gain-Loss Framing in Interdependent Choice," Discussion Paper Series of the Max Planck Institute for Research on Collective Goods 2018_15, Max Planck Institute for Research on Collective Goods.
    5. Jeffrey E. Harris & Mariana Gerstenblüth & Patricia Triunfo, 2018. "Smokers’ Rational Lexicographic Preferences for Cigarette Package Warnings: A Discrete Choice Experiment with Eye Tracking," Documentos de Trabajo (working papers) 0218, Department of Economics - dECON.
    6. Raúl López-Pérez & Eli Spiegelman, 2020. "Using Eye-Tracking Techniques To Understand The Role Of Attention On Choice And Reversals," Working Papers 2001, Instituto de Políticas y Bienes Públicos (IPP), CSIC.
    7. Balcombe, Kelvin & Fraser, Iain & Williams, Louis & McSorley, Eugene, 2017. "Examining the relationship between visual attention and stated preferences: A discrete choice experiment using eye-tracking," Journal of Economic Behavior & Organization, Elsevier, vol. 144(C), pages 238-257.
    8. Jennifer Kee & Melinda Knuth & Joanna N Lahey & Marco A Palma, 2021. "Does eye-tracking have an effect on economic behavior?," PLOS ONE, Public Library of Science, vol. 16(8), pages 1-25, August.
    9. Fiedler, Susann & Hillenbrand, Adrian, 2020. "Gain-loss framing in interdependent choice," Games and Economic Behavior, Elsevier, vol. 121(C), pages 232-251.
    10. Xavier Gabaix, 2017. "Behavioral Inattention," NBER Working Papers 24096, National Bureau of Economic Research, Inc.
    11. Eyting, Markus, 2022. "Why do we discriminate? The role of motivated reasoning," SAFE Working Paper Series 356, Leibniz Institute for Financial Research SAFE.
    12. Neuhofer, Zachary & McFadden, Brandon R. & Rihn, Alicia & Wei, Xuan & Khachatryan, Hayk & House, Lisa, 2020. "Can the updated nutrition facts label decrease sugar-sweetened beverage consumption?," Economics & Human Biology, Elsevier, vol. 37(C).
    13. Filip-Mihai Toma & Cosmin-Octavian Cepoi & Matei Nicolae Kubinschi & Makoto Miyakoshi, 2023. "Gazing through the bubble: an experimental investigation into financial risk-taking using eye-tracking," Financial Innovation, Springer;Southwestern University of Finance and Economics, vol. 9(1), pages 1-27, December.
    14. Carola Grebitus & Ellen J. Van Loo, 2022. "Relationship between cognitive and affective processes, and willingness to pay for pesticide‐free and GMO‐free labeling," Agricultural Economics, International Association of Agricultural Economists, vol. 53(3), pages 407-421, May.
    15. Mesfin G. Genie & Mandy Ryan & Nicolas Krucien, 2023. "Keeping an eye on cost: What can eye tracking tell us about attention to cost information in discrete choice experiments?," Health Economics, John Wiley & Sons, Ltd., vol. 32(5), pages 1101-1119, May.
    16. Markus Eyting, 2022. "Why do we Discriminate? The Role of Motivated Reasoning," Working Papers 2208, Gutenberg School of Management and Economics, Johannes Gutenberg-Universität Mainz.
    17. Joanna N. Lahey & Douglas R. Oxley, 2021. "Discrimination at the Intersection of Age, Race, and Gender: Evidence from an Eye‐Tracking Experiment," Journal of Policy Analysis and Management, John Wiley & Sons, Ltd., vol. 40(4), pages 1083-1119, September.
    18. Gendolf, Dylan, 2023. "Web Usability from Eye-Tracking Data," OSF Preprints ud6nr, Center for Open Science.
    19. Bridget K Behe & Patricia T Huddleston & Kevin L Childs & Jiaoping Chen & Iago S Muraro, 2020. "Seeing through the forest: The gaze path to purchase," PLOS ONE, Public Library of Science, vol. 15(10), pages 1-19, October.
    20. Tseng-Ping Chiu & Derrick Jessey Yang & Min-Yuan Ma, 2023. "The Intertwining Effect of Visual Perception of the Reusable Packaging and Type of Logo Simplification on Consumers’ Sustainable Awareness," Sustainability, MDPI, vol. 15(17), pages 1-15, August.
    21. Nieken, Petra & Reuscher, Tom Frank, 2023. "Social Gaze in Team Cooperation: A Multiparty Eye Tracking Study," VfS Annual Conference 2023 (Regensburg): Growth and the "sociale Frage" 277605, Verein für Socialpolitik / German Economic Association.
    22. Lucian-Florin Onișor & Daniela Ioniță, 2016. "Crowdsourcing Platforms: Users’ Experience Exposed," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(1), pages 9-22, September.
    23. Stephanie M. Smith & Ian Krajbich & Ryan Webb, 2019. "Estimating the dynamic role of attention via random utility," Journal of the Economic Science Association, Springer;Economic Science Association, vol. 5(1), pages 97-111, August.

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    JEL classification:

    • C91 - Mathematical and Quantitative Methods - - Design of Experiments - - - Laboratory, Individual Behavior

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