What Are You Looking At? How Attention Affects Decision Making

Scientists using eye-tracking technology have found that what we look at helps guide our decisions when faced with two visible choices, such as snack food options. But it is not as easy as saying we simply choose what we look at the most, the research found. Instead, our gaze amplifies our desire for choices we already like. “We don’t necessarily choose something just because we look at it more, as some researchers have suggested. If we look at something we feel neutral about, our attention will have little effect,” said Ian Krajbich, co-author of the study and assistant professor of psychology and economics at The Ohio State University. ….[READ]

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