Orquin Jacob L, Mueller Loose Simone
Aarhus University, Business and Social Sciences, Department of Business Administration, Denmark.
Acta Psychol (Amst). 2013 Sep;144(1):190-206. doi: 10.1016/j.actpsy.2013.06.003. Epub 2013 Jul 9.
This paper reviews studies on eye movements in decision making, and compares their observations to theoretical predictions concerning the role of attention in decision making. Four decision theories are examined: rational models, bounded rationality, evidence accumulation, and parallel constraint satisfaction models. Although most theories were confirmed with regard to certain predictions, none of the theories adequately accounted for the role of attention during decision making. Several observations emerged concerning the drivers and down-stream effects of attention on choice, suggesting that attention processes plays an active role in constructing decisions. So far, decision theories have largely ignored the constructive role of attention by assuming that it is entirely determined by heuristics, or that it consists of stochastic information sampling. The empirical observations reveal that these assumptions are implausible, and that more accurate assumptions could have been made based on prior attention and eye movement research. Future decision making research would benefit from greater integration with attention research.
本文回顾了关于决策过程中眼动的研究，并将这些观察结果与关于注意力在决策中作用的理论预测进行了比较。研究了四种决策理论：理性模型、有限理性、证据积累和平行约束满足模型。尽管大多数理论在某些预测方面得到了证实，但没有一种理论能充分解释注意力在决策过程中的作用。关于注意力对选择的驱动因素和下游效应出现了一些观察结果，这表明注意力过程在构建决策中发挥着积极作用。到目前为止，决策理论在很大程度上忽略了注意力的建设性作用，要么假设它完全由启发式方法决定，要么假设它由随机信息采样组成。实证观察表明，这些假设是不合理的，基于先前的注意力和眼动研究本可以做出更准确的假设。未来的决策研究将受益于与注意力研究的更大整合。
