The visual environment and attention in decision making

Modeling Eye Movements During Decision Making: A Review

This article reviews recent advances in the psychometric and econometric modeling of eye-movements during decision making. Eye movements offer a unique window on unobserved perceptual, cognitive, and evaluative processes of people who are engaged in decision making tasks. They provide new insights into these processes, which are not easily available otherwise, allow for explanations of fundamental search and choice phenomena, and enable predictions of future decisions. We propose a theoretical framework of the search and choice tasks that people commonly engage in and of the underlying cognitive processes involved in those tasks. We discuss how these processes drive specific eye-movement patterns. Our framework emphasizes the central role of task and strategy switching for complex goal attainment. We place the extant literature within that framework, highlight recent advances in modeling eye-movement behaviors during search and choice, discuss limitations, challenges, and open problems. An agenda for further psychometric modeling of eye movements during decision making concludes the review.

Attribute attention and option attention in risky choice

Probability weighting is one of the most powerful theoretical constructs in descriptive models of risky choice and constitutes a central component of cumulative prospect theory (CPT). Probability weighting has been shown to be related to two facets of attention allocation: one analysis showed that differences in the shape of CPT's probability-weighting function are linked to differences in how attention is allocated across attributes (i.e., probabilities vs. outcomes); another analysis (that used a different measure of attention) showed a link between probability weighting and differences in how attention is allocated across options. However, the relationship between these two links is unclear. We investigate to what extent attribute attention and option attention independently contribute to probability weighting. Reanalyzing data from a process-tracing study, we first demonstrate links between probability weighting and both attribute attention and option attention within the same data set and the same measure of attention. We then find that attribute attention and option attention are at best weakly related and have independent and distinct effects on probability weighting. Moreover, deviations from linear weighting mainly emerged when attribute attention or option attention were imbalanced. Our analyses enrich the understanding of the cognitive underpinnings of preferences and illustrate that similar probability-weighting patterns can be associated with very different attentional policies. This complicates an unambiguous psychological interpretation of psycho-economic functions. Our findings indicate that cognitive process models of decision making should aim to concurrently account for the effects of different facets of attention allocation on preference. In addition, we argue that the origins of biases in attribute attention and option attention need to be better understood.

Supporting consumers' informed food choices: Sources, channels, and use of information

Information about food is available from several sources using a variety of communication channels. Following an overview of the different types on food information, the most important source/channel combinations are discussed. The key steps in processing the information toward making a food choice are discussed: consumer's exposure to such information, the attention the consumer pays to it, the understanding and/or liking of the information, as well as the importance of motivation, knowledge, and trust. To support consumers in making informed food choices, it is recommended to ensure that food information is easy to understand and targeted to consumers with a specific need or interest, align the information on the food label with the communication about the food elsewhere ("off label"), provide (non-expert) influencers with transparent information to enable an increase in the trustworthiness of their communications on the web in on social media. Furthermore, increase cooperation between authorities and food producers to create standards that fulfill the legal requirements and are feasible as label elements. Improving food literacy among consumers by including it in formal education would provide consumers with better nutrition knowledge and skills to interpret food-related information in a manner that supports informed choices.

Toward an attentional turn in research on risky choice

For a long time, the dominant approach to studying decision making under risk has been to use psychoeconomic functions to account for how behavior deviates from the normative prescriptions of expected value maximization. While this neo-Bernoullian tradition has advanced the field in various ways—such as identifying seminal phenomena of risky choice (e.g., Allais paradox, fourfold pattern)—it contains a major shortcoming: Psychoeconomic curves are mute with regard to the cognitive mechanisms underlying risky choice. This neglect of the mechanisms both limits the explanatory value of neo-Bernoullian models and fails to provide guidance for designing effective interventions to improve decision making. Here we showcase a recent “attentional turn” in research on risk choice that elaborates how deviations from normative prescriptions can result from imbalances in attention allocation (rather than distortions in the representation or processing of probability and outcome information) and that thus promises to overcome the challenges of the neo-Bernoullian tradition. We argue that a comprehensive understanding of preference formation in risky choice must provide an account on a mechanistic level, and we delineate directions in which existing theories that rely on attentional processes may be extended to achieve this objective.