Project
Eye tracking and attribute ordering in multi-attribute choice
The problem
A discrete choice experiment assumes people consider the attributes shown to them. In practice, attention is selective, and the order in which attributes appear may change what people notice and therefore what they choose.
Research questions
How does attribute ordering affect attention and choice in multi-attribute health decisions, and what does that mean for how we design and interpret choice experiments?
Methods and data
Eye-tracking measures of where and how long people look are combined with discrete choice experiments, so that attention can be observed directly rather than assumed.
Contribution
The work brings process evidence into preference measurement, helping to distinguish genuine trade-offs from artefacts of how information is presented.