Author(s): Glaholt MG, Wu MC, Reingold EM
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Abstract Participants' eye movements were monitored while they viewed displays containing 6 exemplars from one of several categories of everyday items (belts, sunglasses, shirts, shoes), with a column of 3 items presented on the left and another column of 3 items presented on the right side of the display. Participants were either required to choose which of the two sets of 3 items was the most expensive (2-AFC) or which of the 6 items was the most expensive (6-AFC). Importantly, the stimulus display, and the relevant stimulus dimension, were held constant across conditions. Consistent with the hypothesis of top-down control of eye movements during visual decision making, we documented greater selectivity in the processing of stimulus information in the 6-AFC than the 2-AFC decision. In addition, strong spatial biases in looking behavior were demonstrated, but these biases were largely insensitive to the instructional manipulation, and did not substantially influence participants' choices.
This article was published in J Vis
and referenced in Journal of Entrepreneurship & Organization Management