How visual attention affects choice outcomes: An eyetracking study

Yiyu Chen; Vincenzina Caputo; Rodolfo M. Nayga, Jr; Riccardo Scarpa; Siamac Fazli

doi:10.1109/IWW-BCI.2015.7073055

How visual attention affects choice outcomes: An eyetracking study

Yiyu Chen, Vincenzina Caputo, Rodolfo M. Nayga, Jr, Riccardo Scarpa, Siamac Fazli

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution

5 Citations (Scopus)

Abstract

This study combines economic data collected through a choice experiment method with eye movements recorded using eye tracking technology to analyze how visual attention affects choice outcome. Our results show that subjects who spent more time on the area of interest of specific product information valued them more. Consistently with the economic theory, for example, the longer the time spent on visualizing the price attribute, the higher the sensitivity to price increases. Our results also indicate that the model performance can be improved when accounting for visual saliency in choice decision.

Original language	English
Title of host publication	3rd International Winter Conference on Brain-Computer Interface, BCI 2015
Publisher	Institute of Electrical and Electronics Engineers Inc.
ISBN (Print)	9781479974948
DOIs	https://doi.org/10.1109/IWW-BCI.2015.7073055
Publication status	Published - 2015 Mar 30
Externally published	Yes
Event	2015 3rd International Winter Conference on Brain-Computer Interface, BCI 2015 - Gangwon-Do, Korea, Republic of Duration: 2015 Jan 12 → 2015 Jan 14

Other

Other	2015 3rd International Winter Conference on Brain-Computer Interface, BCI 2015
Country/Territory	Korea, Republic of
City	Gangwon-Do
Period	15/1/12 → 15/1/14

ASJC Scopus subject areas

Human-Computer Interaction
Cognitive Neuroscience
Sensory Systems

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10.1109/IWW-BCI.2015.7073055

Cite this

Chen, Y, Caputo, V, Nayga, Jr, RM, Scarpa, R & Fazli, S 2015, How visual attention affects choice outcomes: An eyetracking study. in 3rd International Winter Conference on Brain-Computer Interface, BCI 2015., 7073055, Institute of Electrical and Electronics Engineers Inc., 2015 3rd International Winter Conference on Brain-Computer Interface, BCI 2015, Gangwon-Do, Korea, Republic of, 15/1/12. https://doi.org/10.1109/IWW-BCI.2015.7073055

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How visual attention affects choice outcomes: An eyetracking study

Abstract

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