Visual fixations and the computation and comparison of value in simple choice
Abstract
Most organisms facing a choice between multiple stimuli will look repeatedly at them, presumably implementing a comparison process between the items' values. Little is known about the nature of the comparison process in value-based decision-making or about the role of visual fixations in this process. We created a computational model of value-based binary choice in which fixations guide the comparison process and tested it on humans using eye-tracking. We found that the model can quantitatively explain complex relationships between fixation patterns and choices, as well as several fixation-driven decision biases.
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Models describing links between attention and decision formation share the theme that attention influences accumulation of evidence toward the attended option, making the subject more likely to select that option.
“A common theme in these models is that attention influences the accumulation of evidence toward the attended option, making the subject more likely to select that option (Krajbich et al., 2010).”
From Attention, learning, and the value of information (2012) · cites this paper as Krajbich et al., 2010
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- Authors
- Krajbich, I., Armel, C., & Rangel, A.
- Affiliations
- California Institute of Technology (US)
- Corresponding author
- Rangel, Antonio
- Venue
- Nature Neuroscience
- Published
- 2010-09-12
- Volume
- 13
- Issue
- 10
- Pages
- 1292-1298
- ISSN
- 1097-6256 (ISSN-L)
- 1546-1726
- OpenAlex
- W2150025966
- Semantic Scholar
- 9783f189f0b06015a6501c26e9ea8686d63f5727
- Cited by
- 1,408
- References
- 46
- Citations by year
- 2026: 99 · 2025: 97 · 2024: 83 · 2023: 125 · 2022: 121 · 2021: 152 · 2020: 114 · 2019: 113 · 2018: 111 · 2017: 87 · 2016: 75 · 2015: 66 · 2014: 59 · 2013: 49 · 2012: 34
- FWCI
- 23.88
- Type
- journal article
- Language
- en
- Update notices
- erratum (2011-08-26)
- Open access
- closed
- Locations
- Nature Neuroscience (publishedVersion)
- PubMed (publishedVersion)
- CaltechAUTHORS (California Institute of Technology) (submittedVersion)
- Funders
- Gordon and Betty Moore Foundation
- Topics
- Social Sciences › Decision Sciences › General Decision Sciences › Decision-Making and Behavioral Economics
- Life Sciences › Neuroscience › Cognitive Neuroscience › Neural and Behavioral Psychology Studies
- Life Sciences › Neuroscience › Cognitive Neuroscience › Visual perception and processing mechanisms
- Keywords
- visual fixation, value-based decision making, value comparison, binary choice, computational model, fixation patterns, decision bias, eye movements
- MeSH terms
- Attention, Choice Behavior, Computer Simulation, Fixation, Ocular, Food Preferences, Humans, Models, Psychological, Photic Stimulation, Predictive Value of Tests, Psychometrics, Reaction Time, Students, Time Factors, Universities, Bias, Chi-Square Distribution, Likelihood Functions, Dominance, Ocular
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