A Comparison of Two Process Tracing Methods for Choice Tasks

Process tracing methods, particularly those based on information acquisition, are becoming commonplace. Because of this, it is important to examine both the reactivity and the validity of these techniques. This research compares information acquisition behavior for choice tasks using Mouselab, a com...

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Bibliographic Details
Published inOrganizational behavior and human decision processes Vol. 68; no. 1; pp. 28 - 43
Main Authors Lohse, Gerald L., Johnson, Eric J.
Format Journal Article
LanguageEnglish
Published Amsterdam Elsevier Inc 01.10.1996
Elsevier
Elsevier Science Publishing Company, Inc
SeriesOrganizational Behavior and Human Decision Processes
Subjects
Biological and medical sciences
Cognition. Intelligence
Comparative analysis
Decision making models
Decision making. Choice
Decision theory
Eye movements
Fundamental and applied biological sciences. Psychology
Processes
Psychology. Psychoanalysis. Psychiatry
Psychology. Psychophysiology
Studies
Human
Cognition
Choice
Measurement method
Decision making
Comparative study
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Summary:Process tracing methods, particularly those based on information acquisition, are becoming commonplace. Because of this, it is important to examine both the reactivity and the validity of these techniques. This research compares information acquisition behavior for choice tasks using Mouselab, a computerized process tracing tool, and Eyegaze, an eye tracking system. In an experiment using apartment selection tasks and gambles, we found significant differences contingent upon the process tracing method for 10 process tracing measures including subsequent choices. Computerized process tracing tools increase the amount of time needed to acquire information compared with eye tracking equipment. As a result, subjects using Mouselab tend to have more systematic information acquisition behavior than that observed with eye tracking equipment. Additional research is needed to explore the magnitude and consequences of these differences.
Bibliography:ObjectType-Article-1
SourceType-Scholarly Journals-1
content type line 14
ISSN:0749-5978
1095-9920
DOI:10.1006/obhd.1996.0087