A time-series eye-tracking analysis of the compromise effect in multi-attribute decision making

Abstract

The compromise effect warrants specific investigation in multi-attribute decision making as it violates the principles of rational choice. In order to investigate the underlying mechanism of the compromise effect, we examined participants’ information search and acquisition while recording their eye movements. 10 undergraduates were requested to solve 12 hypothetical purchase problems that had three alternatives described along two attribute dimensions. A time-series analysis of saccades between two options revealed the dynamic temporal aspects that important saccades increased while unimportant saccades decreased.