Visual fixations and the computation and comparison of value in simple choice.
Most organisms facing a choice between multiple stimuli will look repeatedly at them, presumably implementing a comparison process between the items' values. Little is known about the nature of the comparison process in value-based decision-making or about the role of visual fixations in this process. We created a computational model of value-based binary choice in which fixations guide the comparison process and tested it on humans using eye-tracking. We found that the model can quantitatively explain complex relationships between fixation patterns and choices, as well as several fixation-driven decision biases.
Krajbich
Ian
I
Division of Humanities and Social Sciences, California Institute of Technology, Pasadena, California, USA.
Armel
Carrie
C
Rangel
Antonio
A
D001288:Attention / Q000502:physiology*; D015982:Bias; D016009:Chi-Square Distribution; D002755:Choice Behavior / Q000502:physiology*; D003198:Computer Simulation; D023882:Dominance, Ocular; D005403:Fixation, Ocular / Q000502:physiology*; D005518:Food Preferences / Q000502:physiology; D006801:Humans; D016013:Likelihood Functions; D008960:Models, Psychological; D010775:Photic Stimulation / Q000379:methods; D011237:Predictive Value of Tests; D011594:Psychometrics / Q000379:methods; D011930:Reaction Time / Q000502:physiology; D013334:Students; D013997:Time Factors; D014495:Universities