An Eye Movement Analysis of Evolving User Preferences during Internet Search

Abstract

Using an eye tracker we examined decision making processes during a simulated real estate internet search. Specifically, we studied discrepancies between “stated preferences”, or preferences that are revealed through verbalizations or answers on a questionnaire, and “revealed preferences”, or preferences that become apparent from an actual decision or choice. Participants viewed photographs of homes, similar to those seen on actual real estate websites. Average dwell time, fixation duration/counts, and saccade counts/amplitudes were compared to their stated preferences on home survey questionnaires and assessed by gender. This information was used to determine if discrepancies exist between stated and revealed preferences, what qualities on the website drew the homebuyer's attention, how this may differ by gender, and ways in which these websites can more effectively be designed. In addition, we examined the effect of negative externalities, or physical properties that may affect an individual's internet search decisions. We manually altered several homes to reveal Level 1 externalities (or, properties that can easily be changed) such as pink paint on the wall, and Level 2 externalities (or, properties that cannot easily be changed) such as power lines in front of the house. Results revealed that men demonstrated a more aggressive search pattern than women, and the men had a greater number of saccades with shorter saccade amplitudes for each of the web pages seen. Dwell time, fixation duration, and fixation count were also found to change when participants were shown a home with the presence of a Level 1 (pink paint) or Level 2 (power line) externality, depending on gender. Data also suggested that a discrepancy exists between stated and revealed preferences. While a participant stated that they greatly disliked a room on the home specific survey, their dwell times, fixation durations, and fixation counts did not significantly decrease. These findings have implications for web design.