Eye-Tracking

Nudge blog has been posting on eye-tracking in the last couple of days, including on the Mulley Communications piece linked earlier by Martin, and is looking for some suggestions. The paper below from the JEEA is a nice example of the use of eye-tracking in behavioural and experimental economics applications (requires subscription).

Studying Learning in Games Using Eye-Tracking

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Author Info

Daniel T. Knoepfle
Joseph Tao-yi Wang
Colin F. Camerer
Additional information is available for the following registered author(s):

• Joseph Tao-yi Wang

Abstract

We report results from an exploratory study using eye-tracking recording of information acquisition by players in a game theoretic learning paradigm. Eye-tracking is used to observe what information subjects look at in 4 × 4 normal-form games; the eye-tracking results favor sophisticated learning over adaptive learning and lend support to anticipatory or sophisticated models of learning in which subjects look at payoffs of other players to anticipate what those players might do. The decision data, however, are poorly fit by the simple anticipatory models we examine. We discuss how eye-tracking studies of information acquisition can fit into research agenda seeking to understand complex strategic behavior and consider methodological issues that must be addressed in order to maximize their potential. (c) 2009 by the European Economic Association.