Does eye-tracking have an effect on economic behavior?

Eye-tracking is becoming an increasingly popular tool for understanding the underlying behavior driving human decisions. However, an important unanswered methodological question is whether the use of an eye-tracking device itself induces changes in participants' behavior. We study this question...

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Autores principales:	Jennifer Kee, Melinda Knuth, Joanna N Lahey, Marco A Palma
Formato:	article
Lenguaje:	EN
Publicado:	Public Library of Science (PLoS) 2021
Materias:	Medicine R Science Q
Acceso en línea:	https://doaj.org/article/7f55d09778cf46b997946a9c0421ef3a
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spelling	oai:doaj.org-article:7f55d09778cf46b997946a9c0421ef3a2021-12-02T20:15:15ZDoes eye-tracking have an effect on economic behavior?1932-620310.1371/journal.pone.0254867https://doaj.org/article/7f55d09778cf46b997946a9c0421ef3a2021-01-01T00:00:00Zhttps://doi.org/10.1371/journal.pone.0254867https://doaj.org/toc/1932-6203Eye-tracking is becoming an increasingly popular tool for understanding the underlying behavior driving human decisions. However, an important unanswered methodological question is whether the use of an eye-tracking device itself induces changes in participants' behavior. We study this question using eight popular games in experimental economics chosen for their varying levels of theorized susceptibility to social desirability bias. We implement a simple between-subject design where participants are randomly assigned to either a control or an eye-tracking treatment. In seven of the eight games, eye-tracking did not produce different outcomes. In the Holt and Laury risk assessment (HL), subjects with multiple calibration attempts demonstrated more risk averse behavior in eye-tracking conditions. However, this effect only appeared during the first five (of ten) rounds. Because calibration difficulty is correlated with eye-tracking data quality, the standard practice of removing participants with low eye-tracking data quality resulted in no difference between the treatment and control groups in HL. Our results suggest that experiments may incorporate eye-tracking equipment without inducing changes in the economic behavior of participants, particularly after observations with low quality eye-tracking data are removed.Jennifer KeeMelinda KnuthJoanna N LaheyMarco A PalmaPublic Library of Science (PLoS)articleMedicineRScienceQENPLoS ONE, Vol 16, Iss 8, p e0254867 (2021)
institution	DOAJ
collection	DOAJ
language	EN
topic	Medicine R Science Q
spellingShingle	Medicine R Science Q Jennifer Kee Melinda Knuth Joanna N Lahey Marco A Palma Does eye-tracking have an effect on economic behavior?
description	Eye-tracking is becoming an increasingly popular tool for understanding the underlying behavior driving human decisions. However, an important unanswered methodological question is whether the use of an eye-tracking device itself induces changes in participants' behavior. We study this question using eight popular games in experimental economics chosen for their varying levels of theorized susceptibility to social desirability bias. We implement a simple between-subject design where participants are randomly assigned to either a control or an eye-tracking treatment. In seven of the eight games, eye-tracking did not produce different outcomes. In the Holt and Laury risk assessment (HL), subjects with multiple calibration attempts demonstrated more risk averse behavior in eye-tracking conditions. However, this effect only appeared during the first five (of ten) rounds. Because calibration difficulty is correlated with eye-tracking data quality, the standard practice of removing participants with low eye-tracking data quality resulted in no difference between the treatment and control groups in HL. Our results suggest that experiments may incorporate eye-tracking equipment without inducing changes in the economic behavior of participants, particularly after observations with low quality eye-tracking data are removed.
format	article
author	Jennifer Kee Melinda Knuth Joanna N Lahey Marco A Palma
author_facet	Jennifer Kee Melinda Knuth Joanna N Lahey Marco A Palma
author_sort	Jennifer Kee
title	Does eye-tracking have an effect on economic behavior?
title_short	Does eye-tracking have an effect on economic behavior?
title_full	Does eye-tracking have an effect on economic behavior?
title_fullStr	Does eye-tracking have an effect on economic behavior?
title_full_unstemmed	Does eye-tracking have an effect on economic behavior?
title_sort	does eye-tracking have an effect on economic behavior?
publisher	Public Library of Science (PLoS)
publishDate	2021
url	https://doaj.org/article/7f55d09778cf46b997946a9c0421ef3a
work_keys_str_mv	AT jenniferkee doeseyetrackinghaveaneffectoneconomicbehavior AT melindaknuth doeseyetrackinghaveaneffectoneconomicbehavior AT joannanlahey doeseyetrackinghaveaneffectoneconomicbehavior AT marcoapalma doeseyetrackinghaveaneffectoneconomicbehavior
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Does eye-tracking have an effect on economic behavior?

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