Eye Tracking Reveals Processes that Enable Conjoint Choices to Become Increasingly Efficient with Practice
通过三项眼动实验，研究了联合选择中决策过程如何随练习变得更快速准确，发现两种简化机制（备选聚焦和属性聚焦）随练习增强，且选择主要受目标驱动，较少受任务布局或随机暴露的扭曲影响。
Choice-based conjoint is a popular technique for characterizing consumers’ choices. Three eye-tracking studies explore decision processes in conjoint choices that take less time and become more accurate with practice. These studies reveal two simplification processes that are associated with greater speed and reliability. Alternative focus gradually shifts attention toward options that represent promising choices, whereas attribute focus directs attention to important attributes that are most likely to alter or confirm a decision. Alternative and attribute focus increase in intensity with practice. In terms of biases, the authors detect a small but consistent focus on positive aspects of the item chosen and negative aspects of the items not chosen. They also show that incidental exposures arising from the first-examined alternative or from alternatives in a central horizontal location increase attention but have a much more modest and often insignificant impact on conjoint choices. Overall, conjoint choice is found to be a process that is (1) largely formed by goal-driven values that respondents bring to the task and (2) relatively free of distorting effects from task layout or random exposures.