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Recognizing decision-making using eye movement: A case study with children

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Recognizing decision-making using eye movement: A case study with children

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dc.contributor.author Rojas, Juan-Carlos es_ES
dc.contributor.author Marín-Morales, Javier es_ES
dc.contributor.author Ausin Azofra, Jose Manuel es_ES
dc.contributor.author Contero, Manuel es_ES
dc.date.accessioned 2021-05-28T03:33:47Z
dc.date.available 2021-05-28T03:33:47Z
dc.date.issued 2020-09-24 es_ES
dc.identifier.uri http://hdl.handle.net/10251/166907
dc.description.abstract [EN] The use of visual attention for evaluating consumer behavior has become a relevant field in recent years, allowing researchers to understand the decision-making processes beyond classical self-reports. In our research, we focused on using eye-tracking as a method to understand consumer preferences in children. Twenty-eight subjects with ages between 7 and 12 years participated in the experiment. Participants were involved in two consecutive phases. The initial phase consisted of the visualization of a set of stimuli for decision-making in an eight-position layout called Alternative Forced-choice. Then the subjects were asked to freely analyze the set of stimuli, they needed to choose the best in terms of preference. The sample was randomly divided into two groups balanced by gender. One group visualized a set of icons and the other a set of toys. The final phase was an independent assessment of each stimulus viewed in the initial phase in terms of liking/disliking using a 7-point Likert scale. Sixty-four stimuli were designed for each of the groups. The visual attention was measured using a non-obstructive eye-tracking device. The results revealed two novel insights. Firstly, the time of fixation during the last four visits to each stimulus before the decision-making instant allows us to recognize the icon or toy chosen from the eight alternatives with a 71.2 and 67.2% of accuracy, respectively. The result supports the use of visual attention measurements as an implicit tool to analyze decision-making and preferences in children. Secondly, eye movement and the choice of liking/disliking choice are influenced by stimuli design dimensions. The icon observation results revealed how gender samples have different fixation and different visit times which depend on stimuli design dimension. The toy observations results revealed how the materials determinate the largest amount fixations, also, the visit times were differentiated by gender. This research presents a relevant empirical data to understand the decision-making phenomenon by analyzing eye movement behavior. The presented method can be applied to recognize the choice likelihood between several alternatives. Finally, children's opinions represent an extra difficulty judgment to be determined, and the eye-tracking technique seen as an implicit measure to tackle it. es_ES
dc.description.sponsorship The authors thank Design Deparment of Tecnologico de Monterrey and I3B - Universitat Politecnica de Valencia for their support in the development of this work. es_ES
dc.language Inglés es_ES
dc.publisher Frontiers Media SA es_ES
dc.relation.ispartof Frontiers in Psychology es_ES
dc.rights Reconocimiento (by) es_ES
dc.subject Eye movements es_ES
dc.subject Decision-making es_ES
dc.subject Children es_ES
dc.subject Product es_ES
dc.subject.classification ESTADISTICA E INVESTIGACION OPERATIVA es_ES
dc.subject.classification EXPRESION GRAFICA EN LA INGENIERIA es_ES
dc.title Recognizing decision-making using eye movement: A case study with children es_ES
dc.type Artículo es_ES
dc.identifier.doi 10.3389/fpsyg.2020.570470 es_ES
dc.rights.accessRights Abierto es_ES
dc.contributor.affiliation Universitat Politècnica de València. Departamento de Ingeniería Gráfica - Departament d'Enginyeria Gràfica es_ES
dc.contributor.affiliation Universitat Politècnica de València. Instituto Interuniversitario de Investigación en Bioingeniería y Tecnología Orientada al Ser Humano - Institut Interuniversitari d'Investigació en Bioenginyeria i Tecnologia Orientada a l'Ésser Humà es_ES
dc.description.bibliographicCitation Rojas, J.; Marín-Morales, J.; Ausin Azofra, JM.; Contero, M. (2020). Recognizing decision-making using eye movement: A case study with children. Frontiers in Psychology. 11:1-11. https://doi.org/10.3389/fpsyg.2020.570470 es_ES
dc.description.accrualMethod S es_ES
dc.relation.publisherversion https://doi.org/10.3389/fpsyg.2020.570470 es_ES
dc.description.upvformatpinicio 1 es_ES
dc.description.upvformatpfin 11 es_ES
dc.type.version info:eu-repo/semantics/publishedVersion es_ES
dc.description.volume 11 es_ES
dc.identifier.eissn 1664-1078 es_ES
dc.identifier.pmid 33071901 es_ES
dc.identifier.pmcid PMC7543050 es_ES
dc.relation.pasarela S\418415 es_ES
dc.contributor.funder Universitat Politècnica de València es_ES
dc.contributor.funder Instituto Tecnológico y de Estudios Superiores de Monterrey es_ES
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