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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

    as
    1. Elena Reutskaja & Rosemarie Nagel & Colin F. Camerer & Antonio Rangel, 2011. "Search Dynamics in Consumer Choice under Time Pressure: An Eye-Tracking Study," American Economic Review, American Economic Association, vol. 101(2), pages 900-926, April.
    2. Marianne Bertrand & Sendhil Mullainathan, 2004. "Are Emily and Greg More Employable Than Lakisha and Jamal? A Field Experiment on Labor Market Discrimination," American Economic Review, American Economic Association, vol. 94(4), pages 991-1013, September.
    3. Joseph Tao-yi Wang & Michael Spezio & Colin F. Camerer, 2010. "Pinocchio's Pupil: Using Eyetracking and Pupil Dilation to Understand Truth Telling and Deception in Sender-Receiver Games," American Economic Review, American Economic Association, vol. 100(3), pages 984-1007, June.
    4. Joanna N. Lahey, 2008. "Age, Women, and Hiring: An Experimental Study," Journal of Human Resources, University of Wisconsin Press, vol. 43(1).
    Full references (including those not matched with items on IDEAS)

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    More about this item

    JEL classification:

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

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