Using Eye Tracking to Trace a Cognitive Process: Gaze Behaviour During Decision Making in a Natural Environment

Gidlöf, Kerstin; Lund University, Dewhurst, Richard; Lund University, Holmqvist, Kenneth; Lund University & Wallin, Annika; Lund University
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)...
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