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Using eye track devices to understand individual decisions process in stated preferences experiments: an application to the choice of electric vehicles

Lookup NU author(s): Professor Elisabetta Cherchi



This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License (CC BY-NC-ND).


In this paper we discuss the use of eye tracking technology to explore how individuals process information in a stated preference experiment. With the aim to add some evidences to a very short literature, we dig deeper into the analysis of the visual attention measures to discuss the heterogeneity of the visual process across participants, the attendance of attributes, the visual attention paid and potential trade-offs revealed by the consecutive fixations of pairs of attributes. Our results reinforce the evidence of significant heterogeneity in the individual’s visual process, and suggest that the an the analysis of the sequence of the information fixated can help understanding the decision process.Click here to download the paper:

Publication metadata

Author(s): Cherchi E

Publication type: Article

Publication status: Published

Journal: Transportation Research Procedia

Year: 2018

Volume: 32

Pages: 454–463

Print publication date: 30/10/2018

Online publication date: 30/10/2018

Acceptance date: 09/08/2018

Date deposited: 01/11/2018

ISSN (electronic): 2352-1465

Publisher: Elsevier


DOI: 10.1016/j.trpro.2018.10.050


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