Eye-tracking the cancellation and focus model for preference judgments

Sütterlin, B. and Brunner, T. and Opwis, K.. (2008) Eye-tracking the cancellation and focus model for preference judgments. Journal of Experimental Social Psychology, Vol. 44 , H. 3. pp. 904-911.

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Official URL: http://edoc.unibas.ch/dok/A5248828

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By means of a relatively new eye-tracking method that allows for a test situation much closer to reality, we recorded and examined gaze time and fixation number within the cancellation and focus paradigm, a feature-matching model for preference judgments between two alternatives. In line with the cancellation and focus model we found that when subjects encountered the second option in each pair, shared features were canceled out and thus given less consideration whereas unique features were focused on more. We also investigated the role of feature attractiveness as a second important factor in preference judgments and found a U-shaped relationship between attractiveness and visual consideration intensity; that is, attractive and unattractive features received more attention than did those of intermediate attractiveness. Finally, we tested the ability of two models, Franklin's rule and the WReSt (Weighted Recalled Stepwise Comparing) heuristic, to predict the preference ratings. (c) 2007 Elsevier Inc. All rights reserved.
Faculties and Departments:07 Faculty of Psychology > Departement Psychologie > Forschungsbereich Persönlichkeits- und Entwicklungspsychologie > Allgemeine Psychologie und Methodologie (Opwis)
UniBasel Contributors:Opwis, Klaus
Item Type:Article, refereed
Article Subtype:Research Article
Publisher:Academic Press
Note:Publication type according to Uni Basel Research Database: Journal article
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Last Modified:22 Mar 2012 14:24
Deposited On:22 Mar 2012 13:42

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