Predicting Preference From Fixations

Abstract

We measured the strength of the association between looking behaviour and preference. Participants selected the most preferred face out of a grid of 8 faces. Fixation times were correlated with selection on a trial-by-trial basis, as well as with explicit preference ratings. Furthermore, by ranking features based on fixation times, we were able to successfully predict participants' preferences for novel feature combinations in a two-alternative forced choice task. In addition, we obtained a similar pattern of findings in a very different stimulus domain: mock company logos. Our results indicated that fixation times can be used to predict selection in large arrays and they might also be employed to estimate preferences for whole stimuli as well as their constituent features.

Evidence for top-down control of eye movements during visual decision making

“…Replicating prior research in visual decision making tasks (Glaholt & Reingold, 2009a, 2009bGlaholt et al, 2009;Pieters & Warlop, 1999;Schotter et al, accepted for publication;Shimojo et al, 2003;Simion & Shimojo, 2006, in both decision tasks we observed robust biases in looking behavior toward the decision alternative that was eventually chosen. However, consistent with our hypothesis, we observed strong evidence that gaze selectivity was greater in the 6-AFC task compared to the 2-AFC task.…”

“…In particular, several studies have identified decisionrelated biases in looking behavior, where gaze is found to be biased towards the item that is eventually chosen. This gaze bias effect has been shown to be remarkably robust, and has been demonstrated across a variety of decision tasks and stimulus materials (Glaholt & Reingold, 2009a, 2009bGlaholt, Wu, & Reingold, 2009;Pieters & Warlop, 1999;Schotter, Berry, McKenzie, & Rayner, accepted for publication;Shimojo, Simion, Shimojo, & Scheier, 2003;Simion & Shimojo, 2006 for a review see Glaholt & Reingold, in press). In addition to the prior focus of comparing looking behavior toward the chosen versus non-chosen items, the main goal of the present investigation was to explore decision-related influences on gaze behavior by employing a subtle instructional manipulation.…”

Decision Prediction Using Visual Patterns

“…Gaze bias was proved to exhibit on various decision making experimental conditions: no matter tasks are preference one or judgement one; no matter stimulus are pictures of faces, logos, products or events, colorful or black-and-white; and no matter alternatives are two, six or eight [12,13,14,15,16]. Prediction works based on gaze bias phenomenon have been reported.…”

“…Prediction works based on gaze bias phenomenon have been reported. By ranking features based on fixation times, Glaholt et al were able to predict participants' preferences for novel feature combinations in a 2-AFC task, no matter the stimuli were faces or Logos [12].…”

Where are You Watching? Patterns of Visual Exploration in the Ultimatum Game

“…Although few years ago the application of eye movements to infer decision strategies has not been popular, probably due to its high costs and poor performance, today advances in eye tracking technology have allowed for precise analysis of the temporal information contained in the eye movement record [14]. Eye movements are fast and natural and the application of the eye tracker in the decision-making research lies on the assumption that, where participants are allowed to freely explore the decision information, they sample information by considering several aspects of the interpersonal relationships management, among which reciprocity, by directing their gaze to them [15,16].…”