Eye-movement and Economic Decision-making: Experimental Study using Eyetracking

• Project/Area Number: 25780129
• Research Category: Grant-in-Aid for Young Scientists (B)
• Allocation Type: Multi-year Fund
• Research Field: Economic theory
• Research Institution: Hitotsubashi University
• Principal Investigator: TAKEUCHI Kan 一橋大学, 大学院経済学研究科, 准教授 (50509148)
• Project Period (FY): 2013-04-01 – 2016-03-31
• Project Status: Completed (Fiscal Year 2015)
• Budget Amount: ¥4,160,000 (Direct Cost: ¥3,200,000、Indirect Cost: ¥960,000); Fiscal Year 2015: ¥1,430,000 (Direct Cost: ¥1,100,000、Indirect Cost: ¥330,000); Fiscal Year 2014: ¥1,300,000 (Direct Cost: ¥1,000,000、Indirect Cost: ¥300,000); Fiscal Year 2013: ¥1,430,000 (Direct Cost: ¥1,100,000、Indirect Cost: ¥330,000)
• Keywords: アイトラッキング / 実験経済学 / 意思決定 / 眼球運動 / 行動経済学 / 時間選好 / 迷い

Outline of Final Research Achievements

This research observes the attention of decision-makers through eye-tracking and formalizes the models of the decision-making process. This approach to the "process" itself makes the study different from the previous economics analysis that has focused on the "outcomes" of the decisions.
This analysis is particularly useful when one with bounded rationality is making her decision between alternatives with multi-attributes. To model such characteristics and simulate the debating behavior of the decision-maker, I employ the choice task between different brightness of colors and guess which ones is the brightest among the colors. The　eyetracking data enables me to apply the drift-diffusion model for the multi-attributes cases and simulate the decision-making process itself.

Research Products

• [Journal Article] 人はなぜ迷うのか～眼球運動と経済的意思決定の関係 (2014)
  • Author(s): 竹内幹
  • Journal Title: 科研費ＮＥＷＳ Volume: 1 Pages: 5-5
• [Presentation] KANSEI：The Implications from Economic Experiments on Music and Decision-Making (2016)
  • Author(s): 竹内幹
  • Organizer: International Symposium on Affective Science and Engineering 2016
  • Place of Presentation: 工学院大学（東京都・新宿区）
  • Year and Date: 2016-03-21
  • Int'l Joint Research / Invited
• [Presentation] Eyetracking on HEMS Monitors: What do Users see for Energy Saving? (2014)
  • Author(s): Kan Takeuchi
  • Organizer: Behavior, Energy and Climate Change Conference (BECC)
  • Place of Presentation: Grand Hyatt Washington （ワシントンDC、USA）
  • Year and Date: 2014-12-09
• [Presentation] Drift-diffusion model and Gaze Cascade (2014)
  • Author(s): Kan Takeuchi
  • Organizer: 2014 ESA International Meetings
  • Place of Presentation: ハワイ大学（ホノルル、USA）
  • Year and Date: 2014-06-28
• [Presentation] ドリフトディフュージョンモデルとゲーズカスケードの関係
  • Author(s): 服部光
  • Organizer: 第１７回 実験社会科学カンファレンス
  • Place of Presentation: 高知工科大学
• [Presentation] Eye tracking under uncertainty
  • Author(s): 竹内幹
  • Organizer: 第２回 京都大学実験経済学ワークショプ
  • Place of Presentation: 京都大学
  • Invited
• [Presentation] Drift-diffusion model and Gaze Cascade
  • Author(s): 竹内幹
  • Organizer: 2014 ESA International Meetings
  • Place of Presentation: ハワイ大学（アメリカ）