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Guiding Decision Makers' Eye Movements with (Un)Predictable Object Locations
Author(s) -
Orquin Jacob L.,
Chrobot Nina,
Grunert Klaus G.
Publication year - 2018
Publication title -
journal of behavioral decision making
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.136
H-Index - 76
eISSN - 1099-0771
pISSN - 0894-3257
DOI - 10.1002/bdm.2060
Subject(s) - predictability , relevance (law) , eye movement , object (grammar) , cognitive psychology , psychology , control (management) , computer science , artificial intelligence , statistics , mathematics , political science , law
We propose a new approach for guiding eye movements by controlling the predictability of object locations. We hypothesize that when a high (low) relevance object has a predictable location, observers are more (less) likely to fixate it compared with objects in unpredictable locations. We tested this hypothesis in three decision‐making studies, manipulating the location of a product label in an unpredictable, a predictable, and a mixed visual environment. In Study 1 and Study 2, we find that participants are less likely to fixate a low and medium relevance label in a predictable location, and in Study 3, we find that participants are more likely to fixate a high relevance label in a predictable location. Our findings suggest that predictable locations increase while unpredictable locations decrease top‐down control. The approach can be used to increase or decrease eye movements towards specific information depending on the goals of the choice architect. Copyright © 2017 John Wiley & Sons, Ltd.