Using eye-tracking to trace a cognitive process: Gaze behavior during decision making in a natural environment
Using eye-tracking to trace a cognitive process: Gaze behavior during decision making in a natural environment
复制标题
DOI：
10.16910/jemr.6.1.3
复制
发表时间：
2013-01
影响因子：
2.1
通讯作者：
Kerstin Gidlöf;A. Wallin;Richard J. Dewhurst;K. Holmqvist
中科院分区：
文献类型：
--
作者：
Kerstin Gidlöf;A. Wallin;Richard J. Dewhurst;K. Holmqvist
消费者在超市购买（或搜索）产品的视觉行为进行了测量，并用于分析他们的决策过程的阶段。传统上，用于跟踪决策过程的指标很难在通常包含许多选项和非结构化信息的自然环境中使用。与以前在这个方向上的尝试（即Russo & Leclerc，1994）不同，我们的方法揭示了决策任务和搜索任务之间的差异。具体地，决策任务的第二（评估）阶段比可比搜索任务的第二阶段包含更多的重驻留。这项研究解决了将眼动研究从实验室带到“现实世界”的日益关注，因此研究结果可以更好地推广到自然情况。
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.