Gaze Patterns Reveal Preference Editing During Self-Control Choices

Siegfried Dewitte, K.U. Leuven, Belgium
Suresh Ramanathan, Texas A & M, USA
Sabrina Bruyneel, K.U. Leuven, Belgium
Ralf van der Lans, HKUST, Hong Kong
Eye-movement data revealed that during self-control choices, consumers tend to fixate less on their final choice and need more fixations to choose the virtuous options than during non-self-control choices. Both findings are consistent with preference editing and not with a value computation model, implying that during self-control, preferences may change.
[ to cite ]:
Siegfried Dewitte, Suresh Ramanathan, Sabrina Bruyneel, and Ralf van der Lans (2011) ,"Gaze Patterns Reveal Preference Editing During Self-Control Choices", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 89-90.