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An integrated modelling approach examining the influence of goals, habit and learning on choice using visual attention data

机译：一种综合建模方法，检查目标，习惯和学习的影响使用视觉注意数据

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摘要

Previous economics literature has explored the role of visual attention on choice in isolation without accounting for other influences such as habits and goals or learning effects, nor their interrelationship. In this paper, we: (i) develop a novel joint framework to explore the relationship between visual attention, observed heterogeneity from stated habits and goals, and choice outcomes while accounting for shorter- and longer-term learning effects; and (ii) investigate whether accounting for these relationships improves model predictive power and behavioral insights. The empirical analysis used an eye-tracked discrete choice experiment on sugar-sweetened beverage purchasing (n = 152 adults with 20 choice tasks). Results suggest that habits, goals, and shorter-term learning are key drivers of information acquisition whereas cumulative choices (longer-term learning) affect subsequent choice outcome. Importantly, ignoring the joint relationship between habits, visual attention and choice may exaggerate the role of visual attention, leading to incorrect behavioral insights and reduced prediction accuracy.
机译：以前的经济学文献已经探讨了视觉关注在孤立中选择的作用，而不会计其他影响，例如习惯和目标或学习效果，也不是他们的相互关系。在本文中，我们：（i）开发一种新的联合框架，探讨视觉关注之间的关系，观察到习惯和目标的异质性，以及选择结果，同时考虑到更短，更长的学习效果; （ii）调查是否有关这些关系的核算，提高了模型预测力和行为见解。实证分析采用了一种关于糖甜饮料购买的眼睛跟踪离散选择试验（N = 152名具有20个选择任务的成年人）。结果表明，习惯，目标和较短学习是信息获取的关键驱动因素，而累计选择（长期学习）会影响随后的选择结果。重要的是，忽视习惯之间的联合关系，视觉关注和选择可能夸大视觉关注的作用，导致不正确的行为见解和降低预测准确性。

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  • 来源
    《Journal of Business Research》 |2020年第9期|44-57|共14页
  • 作者

    Blake Miranda R.; Dubey Subodh; Swait Joffre; Lancsar Emily; Ghijben Peter;

  • 作者单位

    Monash Univ Alfred Ctr Sch Publ Hlth & Prevent Med 99 Commercial Rd Melbourne Vic 3004 Australia|Deakin Univ Global Obes Ctr Inst Hlth Transformat Locked Bag 20000 Geelong Vic 3220 Australia;

    Delft Univ Technol Dept Transport & Planning Stevinweg 1 NL-2628 CN Delft Netherlands;

    Erasmus Univ Erasmus Sch Hlth Policy & Management Bayle J Bldg Campus Woudestein NL-3062 PA Rotterdam Netherlands|Erasmus Univ Erasmus Choice Modelling Ctr Bayle J Bldg Campus Woudestein NL-3062 PA Rotterdam Netherlands;

    Australian Natl Univ Res Sch Populat Hlth Dept Hlth Serv Res & Policy 62 Mills Rd Canberra ACT 2601 Australia|Monash Univ Ctr Hlth Econ Monash Business Sch Clayton Vic 3800 Australia;

    Monash Univ Ctr Hlth Econ Monash Business Sch Clayton Vic 3800 Australia;

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  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类
  • 关键词

    Eye-tracking; Habit; Sugar-sweetened beverage; Choice; Preference; Joint-modelling;

    机译：追踪;习惯;糖加饮料;选择;偏好;联合建模;

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