Using eye-tracking to model attribute non-attendance in choice experiments

We investigate revealed attribute attendance in discrete choice experiments using eye-tracking. A simple theoretical framework is proposed in which choices are a function of visual attention. Consistent with the existing literature, the assumption that participants use all the available information to make their decisions does not hold. The results also illustrate that model fit and predictive power are greatly increased by using visual attendance measures as regressors. The use of eye-tracking technology has value for measuring revealed attention and to benchmark with existing choice models.