Guest lecture: Attention and choice, Martin Meißner, University of Southern Denmark
Bring your lunch and hear about adaptive information processing and eye-tracking.
This Thursday Martin Meißner, Associate Professor, University of Southern Denmark, is visiting IFRO.
During lunch on Thursday he will give a presentation titled Attention and choice – Evidence for adaptive information processing in decision sequences (Martin Meißner, Joel Huber, Harmen Oppewal).
Consumers make many decisions every day and many of these consist of sequences of decisions where a prior decision may influence the process and outcome of the next decision. For example, when shopping for multiple items in a grocery store the selection from one category may influence how a selection is made from a next category depending on the complexity of the product information and the number of items on display. This paper experimentally investigates how consumers process information in sequences of decision tasks where task complexity (number of available items) either increases or decreases. We track eye movements during the decision process and investigate how simplification processes depend on task experience, complexity and change in complexity. Contrary to previous research indicating that decision makers are “sticky adapters”, we find evidence that consumers adapt their information search processes very quickly in response to changes in task-based complexity.
Adaptive information processing, eye tracking, decision sequence, search pattern, task-based complexity.
Martin Meißner will also give a short outlook about what is possible with mobile eye-tracking equipment in the real world and in virtual environments.
The presentation will be arranged in the meeting room “Skoven” at Rolighedsvej 23, at 12.00-13.00.
Contact: Kennet Uggeldahl, PhD fellow, IFRO.