How visual attention affects choice outcomes: An eyetracking study

This study combines economic data collected through a choice experiment method with eye movements recorded using eye tracking technology to analyze how visual attention affects choice outcome. Our results show that subjects who spent more time on the area of interest of specific product information valued them more. Consistently with the economic theory, for example, the longer the time spent on visualizing the price attribute, the higher the sensitivity to price increases. Our results also indicate that the model performance can be improved when accounting for visual saliency in choice decision.