Looking time predicts choice but not aesthetic value

Modeling Eye Movements During Decision Making: A Review

This article reviews recent advances in the psychometric and econometric modeling of eye-movements during decision making. Eye movements offer a unique window on unobserved perceptual, cognitive, and evaluative processes of people who are engaged in decision making tasks. They provide new insights into these processes, which are not easily available otherwise, allow for explanations of fundamental search and choice phenomena, and enable predictions of future decisions. We propose a theoretical framework of the search and choice tasks that people commonly engage in and of the underlying cognitive processes involved in those tasks. We discuss how these processes drive specific eye-movement patterns. Our framework emphasizes the central role of task and strategy switching for complex goal attainment. We place the extant literature within that framework, highlight recent advances in modeling eye-movement behaviors during search and choice, discuss limitations, challenges, and open problems. An agenda for further psychometric modeling of eye movements during decision making concludes the review.

Similarity of gaze patterns across physical and virtual versions of an installation artwork

An experiment was conducted to compare museum visitors' gaze patterns using mobile eye-trackers, whilst they were engaging with a physical and a virtual reality (VR) installation of Piet Mondrian's Neo-plasticist room design. Visitors' eye movements produced approximately 25,000 fixations and were analysed using linear mixed-effects models. Absolute and area-normalized dwell time analyses yielded mostly non-significant main effects of the environment, indicating similarity of visual exploration patterns between physical and VR settings. One major difference observed was the decrease of average fixation duration in VR, where visitors tended to more rapidly switch focus in this environment with shorter bursts of attentional focus. The experiment demonstrated the ability to compare gaze data between physical and virtual environments as a proxy to measure the similarity of aesthetic experience. Similarity of viewing patterns along with questionnaire results suggested that virtual galleries can be treated as ecologically valid environments that are parallel to physical art galleries.

Temporal experience modifies future thoughts: Manipulation of Libet's W influences difficulty assessment during a decision-making task

Past studies have employed the subjective experience of decision time (Libet’s W) as an index of consciousness, marking the moment at which the agent first becomes aware of a decision. In the current study, we examined whether the temporal experience of W affects subsequent experience related to the action. Specifically, we tested whether W influenced the perception of difficulty in a decision-making task, hypothesizing that temporal awareness of W might influence the sense of difficulty. Consistent with our predictions, when W was perceived as early or late, participants subsequently rated the decision difficulty to be easy or difficult, respectively (Exp.1). Further investigation showed that perceived difficulty, however, did not influence W (Exp.2). Together, our findings suggest a unidirectional relationship such that W plays a role in the metacognition of difficulty evaluation. The results imply that subjective temporal experience of decision time modifies the consequential sense of difficulty.

Eye Gaze Patterns of Decision Process in Prosocial Behavior

Understanding human behavior remains a grand challenge across disciplines. We used eye tracking to investigate how visual perception is associated with a strategic behavior in the decision process. Gaze activity and eye movement patterns were measured in 14 human participants with different decision strategies. We also employed a social domain to force strategic behavior. We find that social interaction significantly improves the level of cooperation, prosocial decisions, and overall cooperative strategy in experiment participants. Gaze behavior in individuals with a cooperative strategy is characterized by a greater number of fixations and frequent gaze returns to the scanned areas. On the contrary, individuals with a non-cooperative strategy approach decision-making task stimuli in a distinct way with long-duration fixations and a low number of gaze returns to the areas already scanned. Social domain, which enhances cooperation and prosocial behavior, makes participants more attentive to the task stimuli in our experiments. Moreover, prolonged gaze at the area of cooperative choice testifies in favor of the cooperative decision.

How the Visitors' Cognitive Engagement Is Driven (but Not Dictated) by the Visibility and Co-visibility of Art Exhibits

The spatial arrangement of artworks is recognized as one of the key elements of exhibition design. The underlying assumption is that the layout can strengthen the impact of individual exhibits, because the way visitors visually engage with artworks affects how they are cognitively processed. This paper explores the influence of the exhibits’ visual properties on the visitors’ attention and their memory of artworks. Attention was recorded with the use of mobile eye-tracking and memory was measured by an unanticipated recognition test immediately after the visit. The paper analyses both the total amount of attention spent on interacting with each artwork, as well as the strategy through which attention was allocated: through primarily longer (“diligent”) looks, versus primarily shorter (“distracted”) glimpses. Results of two experiments demonstrate that the visibility and co-visibility of artworks affected the amount of attention allocated to them, and the strategy of attention allocation. While the amount of attention contributed to improving the recognition memory of pictures, the strategy of attention allocation did not. These findings demonstrate the power of the exhibition’s visual properties to influence the experience of museum visitors but also highlight the visitors’ ability to employ alternative viewing strategies without diminishing the cognitive processing of artworks.

Effects of liking on visual attention in faces and paintings

The visual aesthetics of an object increases visual attention towards the object. It is argued that this relation between liking and attention is an evolutionary adaptation in sexual and natural selection. If this is the case, we would expect this relation to be domain specific, and thus, stronger for biological than for non-biological objects. To test this hypothesis, we conducted two eye-tracking studies, in which we compared the relation between liking and gaze patterns in images of biological (faces) and non-biological (paintings) stimuli. In Study 1, we presented randomly combined image pairs for 20 s in a free-viewing paradigm. Participants then selected the image they liked more in a 2-AFC task and rated the liking of each image on a Likert-scale. In Study 2, we employed the same paradigm but this time, images were combined based on pre-rated liking to ensure that images in each pair were clearly different. In both studies, we found a strong relation between liking and visual attention. Against our expectations, these effects were of similar magnitude for faces as for paintings. We conclude that the relation between liking and visual attention is not limited to biological objects but that its effects are domain general. The evolutionary function of the relation between liking and visual attention might stem from evolutionary adaptations, nonetheless, this link seems to be a rather basic phenomenon that applies across domains.

Crowdsourcing architectural beauty: Online photo frequency predicts building aesthetic ratings

The aesthetic quality of the built environment is of paramount importance to the quality of life of an increasingly urbanizing population. However, a lack of data has hindered the development of comprehensive measures of perceived architectural beauty. In this paper, we demonstrate that the local frequency of geotagged photos posted by internet users in two photo-sharing websites strongly predict the beauty ratings of buildings. We conduct an independent beauty survey with respondents rating proprietary stock photos of 1,000 buildings across the United States. Buildings with higher ratings were found more likely to be geotagged with user-uploaded photos in both Google Maps and Flickr. This correlation also holds for the beauty rankings of raters who seldom upload materials to the internet. Objective architectural characteristics that predict higher average beauty ratings of buildings also positively covary with their internet photo frequency. These results validate the use of localized user-generated image uploads in photo-sharing sites to measure the aesthetic appeal of the urban environment in the study of architecture, real estate, urbanism, planning, and environmental psychology.

How the Eyes Tell Lies: Social Gaze During a Preference Task

Social attention is thought to require detecting the eyes of others and following their gaze. To be effective, observers must also be able to infer the person's thoughts and feelings about what he or she is looking at, but this has only rarely been investigated in laboratory studies. In this study, participants' eye movements were recorded while they chose which of four patterns they preferred. New observers were subsequently able to reliably guess the preference response by watching a replay of the fixations. Moreover, when asked to mislead the person guessing, participants changed their looking behavior and guessing success was reduced. In a second experiment, naïve participants could also guess the preference of the original observers but were unable to identify trials which were lies. These results confirm that people can spontaneously use the gaze of others to infer their judgments, but also that these inferences are open to deception.