2023-10-26 カリフォルニア工科大学(Caltech)
The visible condition, where two options are shown on the screen side by side.
Credit: Brenden Eum
◆しかし、選択者が焦点を当てていないアイテムが視界から取り除かれ、どうなるかについての実験が行われました。その結果、焦点を当てているアイテムが2倍多く選ばれることが判明しました。この研究は、商品の選択における注意の役割を理解し、マーケティングに応用するための洞察を提供しています。
<関連情報>
- https://www.caltech.edu/about/news/peripheral-visual-information-affects-choice
- https://journals.sagepub.com/doi/10.1177/09567976231184878
周辺視覚情報は注意選択バイアスを半減させる Peripheral Visual Information Halves Attentional Choice Biases
Brenden Eum, Stephanie Dolbier, and Antonio Rangel
Psychological Science. published:July 20, 2023
DOI:https://doi.org/10.1177/09567976231184878
Abstract
A growing body of research has shown that simple choices involve the construction and comparison of values at the time of decision. These processes are modulated by attention in a way that leaves decision makers susceptible to attentional biases. Here, we studied the role of peripheral visual information on the choice process and on attentional choice biases. We used an eye-tracking experiment in which participants (N = 50 adults) made binary choices between food items that were displayed in marked screen “shelves” in two conditions: (a) where both items were displayed, and (b) where items were displayed only when participants fixated within their shelves. We found that removing the nonfixated option approximately doubled the size of the attentional biases. The results show that peripheral visual information is crucial in facilitating good decisions and suggest that individuals might be influenceable by settings in which only one item is shown at a time, such as e-commerce.
