EURO 2024 Copenhagen
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1006. Process tracing and attention in preferential choice

Invited abstract in session WA-7: Behaviour and decision processes , stream Behavioural OR.

Wednesday, 8:30-10:00
Room: 1019 (building: 202)

Authors (first author is the speaker)

1. Ilkka Leppanen
School of Business, Aalto University

Abstract

Decision making among options that consist of many attributes or that contain risk is commonplace in various everyday contexts, and understanding how these decisions are made is highly valuable for researchers and practitioners. Here I develop scroll tracking, a novel process tracing method that builds on a simple mobile web application where the decision maker scrolls between options and the app tracks their response dynamics in pixel-time coordinate space. I then use scroll data obtained from two studies, a consumer choice problem and an risky decision making problem, to study predictions made by different attentional evidence accumulation models. The information obtained from the app can be used to successfully predict different attention-choice relationships and to predict subjective value. I also compare several evidence accumulation models, equipped with the scroll data, in their predictive ability. All the models are able to benefit from the rich variety of data that scroll tracking provides. These findings demonstrate the potential of novel, naturalistic process tracing tools that can be used to covertly study latent decision processes.

Keywords

Status: accepted

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