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.Keywords Decision making . Eye movements . Electrooculography . Neuromarketing Decision making can be regarded as a cognitive process of the evaluation and selection of a course of action from among various alternatives, through which a final choice is produced.Developing novel technologies for research on human behavior during complex cognitive processes such as decision making is drawing more attention nowadays.Among other novel technologies, eyetracking techniques have been developed over recent decades as a window into people's visual and cognitive processes. Eyetracking techniques have been applied to realms of behavior research such as image scanning (e.g

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