Abstract

In the field of psychology, the merge of decision-theory and neuroscientific methods produces an array of scientifically recognized paradigms. For example, by exploring consumer’s eye-movement behavior, researchers aim to deepen the understanding of how patterns of retinal activation are being meaningfully transformed into visual experiences and connected with specific reactions (e.g., purchase). Notably, eye-movements provide knowledge of one’s homeostatic balance and gatekeep information that shape decisions. Hence, vision science investigates the quality of observed environments determined under various experimental conditions. Moreover, it answers questions on how human process visual stimuli and use gained information for a successful strategy to achieve certain goals. While capturing cognitive states with the support of the eye-trackers progresses at a relatively fast pace in decision-making research, measuring the visual performance of real-life tasks, which require complex cognitive skills, is tentatively translated into clinical experiments. Nevertheless, the potential of the human eye as a highly valuable source of biomarkers has been underlined. In this article, we aim to draw readers attention to decision-making experimental paradigms supported with eye-tracking technology among clinical populations. Such interdisciplinary approach may become an important component that will (i) help in objectively illustrating patient’s models of beliefs and values, (ii) support clinical interventions, and (iii) contribute to health services. It is possible that shortly, eye-movement data from decision-making experiments will grant the scientific community a greater understanding of mechanisms underlining mental states and consumption practices that medical professionals consider as obsessions, disorders or addiction.

Highlights

  • Consumers make decisions at their own pace

  • The application of neurophysiological tools recording brain measures and non-brain measures, as adjuvant instruments to behavioral data in marketing research, is not a new concept (Levy et al, 2011; Bercík et al, 2016; Cherubino et al, 2019)

  • An early form of an eye-tracker was built by Edmund Huey in 1908 and first non-intrusive eye-tracker was constructed by a pioneer in experimental educational psychology — Guy Thomas Buswell, known for groundbreaking investigations on recording and analyzing subjects’ eye movements (Buswell, 1935)

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Summary

INTRODUCTION

Consumers make decisions at their own pace. Their choices are significantly influenced by personal preferences, situational context of the decision, such as presence of time pressure and size of the opportunity set (a number of given alternatives) as well as the environment of the point of purchase (Baldwin et al, 2012; Venkatraman et al, 2012; Bercík et al, 2016; Spence et al, 2016; Cherubino et al, 2019; Lin et al, 2019; Wolf et al, 2019; Vriens et al, 2020). In this part or the article, we anticipate how the knowledge from decision-making (information processing) paradigms that implement eye-tracking technology, can provide a beneficial platform for economists, psychiatrists, neurologists, and social and clinical psychologists to develop a common language for studying context-laden behavior in psychiatric disorders (Paulus, 2007) Such an approach may broaden current knowledge of mechanisms, which underlie illnesses and maladies (e.g., eating disorder, obsessive-compulsive personality disorder, pathological gambling) characterized by individuals’ inability to control their consumption practices (Javor et al, 2013). If not cued by cognitive scientists, eye-tracking technology may remain a theoretical recommendation for clinical practices (Wolf et al, 2021)

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