Eye-tracking the cancellation and focus model for preference judgments

Sütterlin, Bernadette; Brunner, Thomas; Opwis, Klaus (2008). Eye-tracking the cancellation and focus model for preference judgments Journal of Experimental Social Psychology, 44(3), pp. 904-911. Elsevier 10.1016/j.jesp.2007.09.003

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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.

Item Type:	Journal Article (Original Article)
Division/Institute:	School of Agricultural, Forest and Food Sciences HAFL > Consumer-focused Food Production
Name:	Sütterlin, Bernadette; Brunner, Thomas0000-0002-6770-6548 and Opwis, Klaus
Subjects:	H Social Sciences > H Social Sciences (General)
ISSN:	00221031
Publisher:	Elsevier
Language:	English
Submitter:	Thomas Brunner
Date Deposited:	04 May 2020 12:44
Last Modified:	02 Oct 2021 02:18
Publisher DOI:	10.1016/j.jesp.2007.09.003
Uncontrolled Keywords:	Feature matching, Direction of comparison, Preference judgments, Feature attractiveness, Franklin’s rule, WReSt heuristic
ARBOR DOI:	10.24451/arbor.11696
URI:	https://arbor.bfh.ch/id/eprint/11696