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Gaze bias differences capture individual choice behaviour

Author

Listed:
  • Armin W. Thomas

    (Technische Universität Berlin
    Freie Universität Berlin
    Freie Universität Berlin)

  • Felix Molter

    (Freie Universität Berlin
    Freie Universität Berlin
    Freie Universität Berlin
    WZB Berlin Social Science Center)

  • Ian Krajbich

    (The Ohio State University)

  • Hauke R. Heekeren

    (Freie Universität Berlin
    Freie Universität Berlin)

  • Peter N. C. Mohr

    (Freie Universität Berlin
    Freie Universität Berlin
    Freie Universität Berlin
    WZB Berlin Social Science Center)

Abstract

How do we make simple choices such as deciding between an apple and an orange? Recent empirical evidence suggests that choice behaviour and gaze allocation are closely linked at the group level, whereby items looked at longer during the decision-making process are more likely to be chosen. However, it is unclear how variable this gaze bias effect is between individuals. Here we investigate this question across four different simple choice experiments and using a computational model that can be easily applied to individuals. We show that an association between gaze and choice is present for most individuals, but differs considerably in strength. Generally, individuals with a strong association between gaze and choice behaviour are worse at choosing the best item from a choice set compared with individuals with a weak association. Accounting for individuals’ variability in gaze bias in the model can explain and accurately predict individual differences in choice behaviour.

Suggested Citation

  • Armin W. Thomas & Felix Molter & Ian Krajbich & Hauke R. Heekeren & Peter N. C. Mohr, 2019. "Gaze bias differences capture individual choice behaviour," Nature Human Behaviour, Nature, vol. 3(6), pages 625-635, June.
    • Handle: RePEc:nat:nathum:v:3:y:2019:i:6:d:10.1038_s41562-019-0584-8
    DOI: 10.1038/s41562-019-0584-8
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    Cited by:

    1. Molter, Felix & Thomas, Armin W. & Heekeren, Hauke R. & Mohr, Peter N. C., 2019. "GLAMbox: A Python toolbox for investigating the association between gaze allocation and decision behaviour," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 14(12), pages 1-23.
    2. Frederick Callaway & Antonio Rangel & Thomas L Griffiths, 2021. "Fixation patterns in simple choice reflect optimal information sampling," PLOS Computational Biology, Public Library of Science, vol. 17(3), pages 1-29, March.
    3. Fischbacher, Urs & Hausfeld, Jan & Renerte, Baiba, 2022. "Strategic incentives undermine gaze as a signal of prosocial motives," Games and Economic Behavior, Elsevier, vol. 136(C), pages 63-91.
    4. Moshe Glickman & Orian Sharoni & Dino J Levy & Ernst Niebur & Veit Stuphorn & Marius Usher, 2019. "The formation of preference in risky choice," PLOS Computational Biology, Public Library of Science, vol. 15(8), pages 1-25, August.
    5. Zhao, Meina & Wang, Xuqi, 2021. "Perception value of product-service systems: Neural effects of service experience and customer knowledge," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).

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