Department of Agricultural Economics, Texas A&M University, College Station, Texas, United States of America.
Department of Food and Resource Economics, University of Florida, Apopka, Florida, United States of America.
PLoS One. 2021 Aug 5;16(8):e0254867. doi: 10.1371/journal.pone.0254867. eCollection 2021.
Eye-tracking is becoming an increasingly popular tool for understanding the underlying behavior driving human decisions. However, an important unanswered methodological question is whether the use of an eye-tracking device itself induces changes in participants' behavior. We study this question using eight popular games in experimental economics chosen for their varying levels of theorized susceptibility to social desirability bias. We implement a simple between-subject design where participants are randomly assigned to either a control or an eye-tracking treatment. In seven of the eight games, eye-tracking did not produce different outcomes. In the Holt and Laury risk assessment (HL), subjects with multiple calibration attempts demonstrated more risk averse behavior in eye-tracking conditions. However, this effect only appeared during the first five (of ten) rounds. Because calibration difficulty is correlated with eye-tracking data quality, the standard practice of removing participants with low eye-tracking data quality resulted in no difference between the treatment and control groups in HL. Our results suggest that experiments may incorporate eye-tracking equipment without inducing changes in the economic behavior of participants, particularly after observations with low quality eye-tracking data are removed.
眼动追踪技术正成为一种越来越受欢迎的工具,用于理解驱动人类决策的潜在行为。然而,一个重要的未解决的方法学问题是,使用眼动追踪设备本身是否会引起参与者行为的变化。我们使用实验经济学中选择的八个流行游戏来研究这个问题,这些游戏因其对社会期望偏差的理论易感性而有所不同。我们实施了一个简单的被试间设计,其中参与者被随机分配到对照组或眼动追踪组。在八项游戏中的七项中,眼动追踪并没有产生不同的结果。在霍尔特和劳里风险评估(HL)中,有多次校准尝试的受试者在眼动追踪条件下表现出更规避风险的行为。然而,这种效应仅出现在前五个(十个中的五个)回合中。由于校准难度与眼动追踪数据质量相关,因此,去除低质量眼动追踪数据的参与者的标准做法导致 HL 中处理组和对照组之间没有差异。我们的结果表明,实验可以在不改变参与者的经济行为的情况下,引入眼动追踪设备,特别是在去除低质量眼动追踪数据的观察结果之后。