When making decisions, people tend to choose the option they have looked at more. An unanswered question is how attention influences the choice process: whether it amplifies the subjective value of the looked-at option or instead adds a constant, value-independent bias. To address this, we examined choice data from six eye-tracking studies ( Ns = 39, 44, 44, 36, 20, and 45, respectively) to characterize the interaction between value and gaze in the choice process. We found that the summed values of the options influenced response times in every data set and the gaze-choice correlation in most data sets, in line with an amplifying role of attention in the choice process. Our results suggest that this amplifying effect is more pronounced in tasks using large sets of familiar stimuli, compared with tasks using small sets of learned stimuli.

https://journals.sagepub.com/doi/pdf/10.1177/0956797618810521

Gaze Amplifies Value in Decision Making.

Violations of economic rationality principles in choices between three or more options are critical for understanding the neural and cognitive mechanisms of decision-making. A recent study reported that the relative choice accuracy between two options decreases as the value of a third (distractor) option increases and attributed this effect to divisive normalization of neural value representations. In two preregistered experiments, a direct replication and an eye-tracking experiment, we assessed the replicability of this effect and tested an alternative account that assumes value-based attention to mediate the distractor effect. Surprisingly, we could not replicate the distractor effect in our experiments. However, we found a dynamic influence of distractor value on fixations to distractors as predicted by the value-based attention theory. Computationally, we show that extending an established sequential sampling decision-making model by a value-based attention mechanism offers a comprehensive account of the interplay between value, attention, response times and decisions.

Value-based attention but not divisive normalization influences decisions with multiple alternatives

When making decisions, people tend to shift their attention back and forth between stimuli, choosing options that they look at more overall and immediately before their responses. These relationships, and others, are well-described by sequential sampling models that assume that evidence for a given alternative is collected over time in proportion to its subjective value, amplified by attention. Furthermore, findings from a number of studies support a causal effect of attention on choice. This research is mostly focused on two-alternative forced choice, though some work has confirmed these relationships in multi-attribute and multi-alternative choice. Finally, we discuss recent interest in understanding what drives attention during the choice process, with findings suggesting that attention is drawn to noisier and more salient stimuli in two-alternative choice, as well as higher-value options in multi-alternative choice.

Accounting for attention in sequential sampling models of decision making.

According to research studying the processes underlying decisions, a two-channel mechanism connects attention and choices: top-down and bottom-up processes. To identify the magnitude of each channel, we exogenously varied information intake by systematically interrupting participants' decision processes in Study 1 ( N = 116). Results showed that participants were more likely to choose a predetermined target option. Because selection effects limited the interpretation of the results, we used a sequential-presentation paradigm in Study 2 (preregistered, N = 100). To partial out bottom-up effects of attention on choices, in particular, we presented alternatives by mirroring the gaze patterns of autonomous decision makers. Results revealed that final fixations successfully predicted choices when experimentally manipulated (bottom up). Specifically, up to 11.32% of the link between attention and choices is driven by exogenously guided attention (1.19% change in choices overall), while the remaining variance is explained by top-down preference formation.

The Power of Attention: Using Eye Gaze to Predict Other-Regarding and Moral Choices.

How do we make simple choices such as deciding between an apple and an orange? Recent empirical evidence suggests that choice behaviour and gaze allocation are closely linked at the group level, whereby items looked at longer during the decision-making process are more likely to be chosen. However, it is unclear how variable this gaze bias effect is between individuals. Here we investigate this question across four different simple choice experiments and using a computational model that can be easily applied to individuals. We show that an association between gaze and choice is present for most individuals, but differs considerably in strength. Generally, individuals with a strong association between gaze and choice behaviour are worse at choosing the best item from a choice set compared with individuals with a weak association. Accounting for individuals' variability in gaze bias in the model can explain and accurately predict individual differences in choice behaviour.

Gaze bias differences capture individual choice behaviour.

When people are faced with a decision, they tend to choose the option that draws their attention. In recent years, correlations between attention and choice have been documented in a variety of domains. This leads to the question of whether there is a general, stable relationship between attention and choice. Here, we examined choice behavior in tasks with and without risk and social considerations, using food or monetary rewards, within a single experiment. This allowed us to test the consistency of the decision-making process across domains. In the aggregate, we identified remarkable consistency in the attention-choice link. At the individual level, subjects with strong attentional effects in one task were likely to have strong attentional effects in the others. The strength of these effects also correlated with individuals' degree of tunnel vision. Thus, the attention-choice relationship appears to be a stable individual trait that is linked to more general attentional constraints. (PsycINFO Database Record (c) 2018 APA, all rights reserved).

Attention and choice across domains.

Ozone-based processing is a novel technology with potentially fewer adverse effects than in-shell thermal pasteurization of eggs. There are no consumer acceptance studies published on ozone-treated eggs. This study examines consumers’ ability to detect changes between ozone-treated, thermal-treated, and fresh untreated eggs. Consumers (n = 111) evaluated visual attributes of uncooked eggs and a separate group of consumers (n = 132) evaluated acceptability of cooked eggs. Consumers evaluated attribute intensity of the eggs. The yolks and albumens of the thermal-treated and ozone-treated eggs were perceived to be significantly cloudier than the untreated control, while the ozone-treated eggs were more similar to control (P < 0.05). The yolks of ozone-treated eggs were perceived to have significantly lower heights and greater spreads than the others (P < 0.05). Despite these perceptions, overall visual appeal of ozone-treated eggs was not significantly different from control eggs. A separate set of consumers used hedonic scales to evaluate overall liking, appearance, aroma, flavor, and texture of cooked eggs. Just-about-right (JAR) scales were used to rate the color, moistness, and texture. There were no differences on any attribute scores between the treatments, except thermal-treated and ozone-treated were perceived as less moist than the control. There were no adverse effects on consumer acceptance of eggs, treated with ozone, with acceptance the same as an untreated control. These findings are useful as ozone pasteurization can enhance the safety of fresh shell eggs to meet the goals of the U.S. Egg Safety Action Plan.



Practical Application: The U.S. Egg Safety Action Plan requires all shell eggs to be pasteurized to prevent foodborne illness. Heat pasteurization partially cooks the egg, so an alternative process uses ozone with less heat. This study shows the ozone pasteurization has no detectable sensory defects.

/pdf/consumer-acceptance-of-ozone-treated-whole-shell-eggs-4cs3a6jgd5.pdf

Consumer Acceptance of Ozone‐Treated Whole Shell Eggs

Peoples’ choices are not instantaneous, nor are they perfectly self consistent. While these two facts may at first seem unrelated, they are in fact inextricably linked. Decision scientists are accustomed to using logit and probit models to account for “noise” in their choice data. But what is the driving force behind these behavioral inconsistencies? Random utility theory (RUT) provides little guidance in this respect. While providing a mathematical basis for dealing with stochastic choice, RUT is agnostic about whether the noise is due to unobserved characteristics of the decision maker and/or the choice environment, or due to actual “mistakes.” The distinction is important because the former implies that from the point of view of the decision maker, her choices are perfectly consistent, while the latter implies that the decision maker herself may be surprised by her set of choices. Here we argue that non-choice (“process”) data strongly favors the latter explanation. Rather than thinking of choice as an instantaneous realization of stored preferences, we instead conceptualize choice as a dynamical process of information accumulation and comparison. Adapting “sequential sampling models” from cognitive psychology to economic choice, we illustrate the surprisingly complex relationship between choice and response-time data. Finally, we review recent data demonstrating how other process measures such as eye-tracking and neural recordings can be incorporated into this modeling approach, yielding further insights into the choice process.

Modeling Eye Movements and Response Times in Consumer Choice

Background Most U.S. children with perinatal hepatitis C virus (HCV) exposure fail to receive the recommended anti-HCV antibody test at age ≥18 months. Earlier testing for viral RNA might facilitate increased screening, but sensitivity of this approach has not been established. We hypothesized that modern HCV-RNA RT-PCR platforms would adequately detect infected infants. Methods Nationwide Children's Hospital electronic health records from 1/1/2008 to 6/30/2018 were reviewed to identify perinatally-exposed infants tested by HCV-RNA RT-PCR at age 2-6 months. Diagnostic performance was determined using a composite case definition: 1) infected children had positive repeat HCV-RNA testing or positive anti-HCV at age ≥24 months; 2) uninfected children lacked these criteria and had negative anti-HCV at age ≥18 months. Results During the study period, 770 perinatally-exposed infants underwent HCV-RNA testing at age 2-6 months. Of these, 28 (3.6%) tested positive, and viremia was confirmed in all who underwent repeat testing (n=27). Among 742 infants with negative HCV-RNA results, 226 received follow-up anti-HCV testing at age ≥18 months, of whom 223 tested negative. Three children had low-positive anti-HCV results at age 18-24 months that were negative upon re-testing after age 24 months, possibly indicating waning maternal antibodies. Using the composite case definitions, early HCV-RNA screening demonstrated sensitivity of 100% (87.5%-100%, Wilson-Brown 95% confidence interval) and specificity of 100% (98.3-100%). Conclusion Modern HCV-RNA RT-PCR assays have excellent sensitivity for diagnosis of perinatally-acquired infection at age 2-6 months and could aid HCV surveillance given the substantial loss to follow-up at ≥18 months of age.

Stephanie Smith

Papers

Gaze Amplifies Value in Decision Making.

Attention and choice across domains.

Consumer Acceptance of Ozone‐Treated Whole Shell Eggs

Modeling Eye Movements and Response Times in Consumer Choice

Nucleic Acid Testing for Diagnosis of Perinatally Acquired Hepatitis C Virus Infection in Early Infancy.