FROM VISUAL ATTENTION TO COGNITIVE CHOICE: A HYBRID REVIEW OF EYE-TRACKING IN BEHAVIOURAL DECISION-MAKING

DOI: https://doie.org/10.65985/APER.2025794407

Authors:

Pallavi Vats, Sabnam Basu

Keywords:

Behavioural decision-making, Eye-tracking, Bibliometric analysis, TCCM, Nonnegative matrix factorization.

Abstract:

In the modern digitalized world full of choices, it is crucial to know how individuals allocate their visual attention in the decision-making process. Eye-tracking has emerged as a form of invaluable method by which cognitive and perceptual processes leading to behavioural decision-making can be studied. Despite growing interest, existing literature is fragmented, without a comprehensive synthesis across various disciplines and contexts. The current review is a systematic analysis of 255 peer-reviewed articles published between 2014-2023, obtained from Web of Science database. Using a hybrid review method combining bibliometric analysis, topic modeling based on non-negative matrix factorization, and TCCM framework, this cross disciplinary review has identified seven obscure research themes and theoretical shortcomings in the discipline. The present research contributes to the literature by identifying relatively underdeveloped fields such as HR decision-making and the field of public policy as well as outlines possible research plan in the future. It also offers theoretical knowledge, establishing eye-tracking as the mechanism to comprehend bounded rationality and cognitive effort in decision-making situations. The research findings are useful to researchers, marketers, and HR professionals, particularly in developing economies such as India, which aim at enhancing the presentation of visual information and reducing biases in making strategic decisions.

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