Predicting Decision-making Using Item Response Theory

Predicting consumers decision making is significant for improving retail performance. To reflect the shopping process, eye movement data is tracked. The relationship between eye tracking data and decision making is analyzed using item response theory. A decision predicting model is given with the parameters, like observation time and number of roundtrips. Influence of color characterization on the decision making is also studied. The results show that luminance will impact the decision making behavior more significantly than saturation.