Gaze bias: Selective encoding and liking effects |
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| Authors: | Elizabeth R. Schotter Raymond W. Berry Craig R. M. McKenzie Keith Rayner |
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| Affiliation: | 1. Department of Psychology , University of California , San Diego, La Jolla, CA, USA eschotter@ucsd.edu;3. Department of Psychology , University of California , San Diego, La Jolla, CA, USA |
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| Abstract: | People look longer at things that they choose than things they do not choose. How much of this tendency—the gaze bias effect—is due to a liking effect compared to the information encoding aspect of the decision-making process? Do these processes compete under certain conditions? We monitored eye movements during a visual decision-making task with four decision prompts: Like, dislike, older, and newer. The gaze bias effect was present during the first dwell in all conditions except the dislike condition, when the preference to look at the liked item and the goal to identify the disliked item compete. Colour content (whether a photograph was colour or black-and-white), not decision type, influenced the gaze bias effect in the older/newer decisions because colour is a relevant feature for such decisions. These interactions appear early in the eye movement record, indicating that gaze bias is influenced during information encoding. |
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| Keywords: | Decision making Eye movements Gaze bias Liking Selective encoding |
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