Insights Into Decisions From Neuroscience and Choice Experiments: the Effect of Eye Movements on Choice

Barbara Kahn, University of Pennsylvania, USA
Jordan Louviere, University of Technology - Sydney, Australia
Claudia Townsend, University of Miami, USA
Chelsea Wise, University of Technology - Sydney, Australia
Our research develops better methods to capture, measure, and understand decision processes by combining brain wave and eye-tracking technology with choice experiments and models. This paper is a first step in examining significant, stable relationships between eye-movements and choice.
[ to cite ]:
Barbara Kahn, Jordan Louviere, Claudia Townsend, and Chelsea Wise (2012) ,"Insights Into Decisions From Neuroscience and Choice Experiments: the Effect of Eye Movements on Choice", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 774-775.