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

2015 Fiscal Year Final Research Report

• 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
• 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.

Free Research Field

実験経済学