Published October 2010
| public
Journal Article
Visual fixations and the computation and comparison of value in simple choice
- Creators
- Krajbich, Ian
- Armel, Carrie
- Rangel, Antonio
Chicago
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Abstract
Most organisms facing a choice between multiple stimuli will look repeatedly at them, presumably implementing a comparison process between the items' values. Little is known about the nature of the comparison process in value-based decision-making or about the role of visual fixations in this process. We created a computational model of value-based binary choice in which fixations guide the comparison process and tested it on humans using eye-tracking. We found that the model can quantitatively explain complex relationships between fixation patterns and choices, as well as several fixation-driven decision biases.
Additional Information
© 2010 Nature Publishing Group. Received 23 February; accepted 17 August; published online 12 September 2010. We thank E. Johnson, P. Bossaerts and C. Koch for comments and J. Pulst-Korenberg for help with data collection. This work received financial support from the Moore Foundation. Author Contributions: A.R. and C.A. devised the experiment. I.K. programmed and conducted the experiment, performed the analyses and co-wrote the manuscript. A.R. designed the model, co-wrote the manuscript and supervised the project.Additional details
- Eprint ID
- 20525
- Resolver ID
- CaltechAUTHORS:20101026-084147174
- Gordon and Betty Moore Foundation
- Created
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2010-11-23Created from EPrint's datestamp field
- Updated
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2021-11-09Created from EPrint's last_modified field