An eye fixation analysis of choice and judgment with multiattribute stimuli

Abstract

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