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Using eye-tracking to trace a cognitive process: Gaze behavior during decision making in a natural environment

Kerstin Gidlöf,A. Wallin,Richard J. Dewhurst,K. Holmqvist

Published 2013 in Journal of Eye Movement Research

ABSTRACT

The visual behaviour of consumers buying (or searching for) products in a supermarket was measured and used to analyse the stages of their decision process. Traditionally metrics used to trace decision-making processes are difficult to use in natural environments that often contain many options and unstructured information. Unlike previous attempts in this direction (i.e. Russo & Leclerc, 1994), our methodology reveals differences between a decision-making task and a search task. In particular the second (evaluation) stage of a decision task contains more re-dwells than the second stage of a comparable search task. This study addresses the growing concern of taking eye movement research from the laboratory into the ‘real-world’, so findings can be better generalised to natural situations.

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