Comparing Process Tracing Paradigms: Tracking Attention via Mouse and Eye Movements

This chapter focuses on two often implemented methodologies for capturing attention in decision making via recording mouse movements and eye movements. A key difference between paradigms that use mouse and eye movements is that the former has a tendency to induce systematicity in the search process. Earlier work comparing eye and mouse movements demonstrated that as the task complexity increased based on number of attributes and alternatives, differences emerged in terms of processing time and reacquisitions. In relation to attention theories, eye movements provide a distinct advantage over mouse movement in terms of measuring attention, assumed by relating overt and covert attention. Mouse movements have provided an initial step towards capturing and understanding the deliberation process and acquisition of information in decision making. The disadvantages associated with tracing mouse movements are perhaps best explained by analyzing the benefits of eye-tracking technologies.