Department of Management

Jacob Lund Orquin

Guiding Decision Makers’ Eye Movements with (Un)Predictable Object Locations

Research output: Contribution to journal/Conference contribution in journal/Contribution to newspaperJournal articleResearchpeer-review

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.

Original languageEnglish
JournalJournal of Behavioral Decision Making
Pages (from-to)341-354
Number of pages14
Publication statusPublished - 2018

    Research areas

  • choice architecture, decision making, eye movements, top-down control

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