title: Qualitative modeling of the decision-making process using electrooculography.
abstract: A novel method based on electrooculography (EOG) has been introduced in this work to study the decision-making process. An experiment was designed and implemented wherein subjects were asked to choose between two items from the same category that were presented within a limited time. The EOG and voice signals of the subjects were recorded during the experiment. A calibration task was performed to map the EOG signals to their corresponding gaze positions on the screen by using an artificial neural network. To analyze the data, 16 parameters were extracted from the response time and EOG signals of the subjects. Evaluation and comparison of the parameters, together with subjects' choices, revealed functional information. On the basis of this information, subjects switched their eye gazes between items about three times on average. We also found, according to statistical hypothesis testing-that is, a t test, t(10) = 71.62, SE = 1.25, p < .0001-that the correspondence rate of a subjects' gaze at the moment of selection with the selected item was significant. Ultimately, on the basis of these results, we propose a qualitative choice model for the decision-making task.
authors.affiliation: Department of Biomedical Engineering, School of Electrical Engineering, Iran University of Science and Technology, Narmak, Tehran, Iran, 16846-13114. r_zargari@elec.iust.ac.ir.
authors.forename: Ramtin
authors.initials: R
authors.lastname: Zargari Marandi
authors.affiliation: Department of Biomedical Engineering, School of Electrical Engineering, Iran University of Science and Technology, Narmak, Tehran, Iran, 16846-13114.
authors.forename: S H
authors.initials: SH
authors.lastname: Sabzpoushan
mesh_terms: D000161:Acoustic Stimulation; D000328:Adult; D002138:Calibration; D003657:Decision Making / Q000502:physiology*; D004585:Electrooculography / Q000379:methods*; D005133:Eye Movements / Q000502:physiology; D005260:Female; D006801:Humans; D008297:Male; D008960:Models, Psychological; D016571:Neural Networks, Computer; D010775:Photic Stimulation; D011597:Psychomotor Performance / Q000502:physiology; D011930:Reaction Time / Q000502:physiology; D014831:Voice; D055815:Young Adult
keywords: Decision making; Electrooculography; Eye movements; Neuromarketing