An eye fixation analysis of choice and judgment with multiattribute stimuli

摘要: The present paper examined the selection of processing heuristics for choice and judgment across a range stimuli. Eye fixations were monitored while six subjects made choices or judgments pairs gambles, vacations, gifts. Each stimulus was represented by three attributes that varied in amount dimensional interdependency. two interest holistic evaluation. manifested characteristic pattern eye fixations. Dimensional evaluation required alternating from single attribute one to same other stimulus. Holistic characterized transitions within results demonstrated when either interdependent (gambles) dissimilar (gifts), heuristic determined characteristics. When dimensions neither nor (vacations), strategy prescribed task. This study suggests any global theory must be validated over wide