Stimulus exposure and gaze bias: a further test of the gaze cascade model.
We tested predictions derived from the gaze cascade model of preference decision making (Shimojo, Simion, Shimojo, & Scheier, 2003; Simion & Shimojo, 2006, 2007). In each trial, participants' eye movements were monitored while they performed an eight-alternative decision task in which four of the items in the array were preexposed prior to the trial. Replicating previous findings, we found a gaze bias toward the chosen item prior to the response. However, contrary to the prediction of the gaze cascade model, preexposure of stimuli decreased, rather than increased, the magnitude of the gaze bias in preference decisions. Furthermore, unlike the prediction of the model, preexposure did not affect the likelihood of an item being chosen, and the pattern of looking behavior in preference decisions and on a non preference control task was remarkably similar. Implications of the present findings in multistage models of decision making are discussed.
Glaholt
Mackenzie G
MG
University of Toronto at Mississauga, Department of Psychology, 3359 Mississauga Road N., RM 2037B, Mississauga, ON, L5L 1C6 Canada. mackenzie.glaholt@gmail.com
Reingold
Eyal M
EM
D001288:Attention; D003657:Decision Making; D005133:Eye Movements; D005403:Fixation, Ocular; D006801:Humans; D008570:Memory, Short-Term; D008960:Models, Psychological; D009949:Orientation; D010364:Pattern Recognition, Visual; D011930:Reaction Time