Attention in Choice: How attention shapes preferences and judgements

When choosing between different alternatives, people often spend considerable time deliberating. They switch their attention between the different options, and different pieces of information. By using high frequency eye-tracking we can measure exactly where people are looking as they weigh up the options and we can use this information to predict what they are likely to choose and what information they find most important. Ultimately this allows us to better understand how people use information and form their preferences. We are developing ways of using attention to encourage people to make particular choices, as well as encouraging them to pay adequate consideration to information that often gets overlooked and can result in poor decision making.


Neil Stewart
Professor of Psychology
Tim Mullett
NIBS Research Fellow