We use computational modelling to examine the ability of evidence accumulation models to produce the reaction time distributions and attentional biases found in behavioural and eye-tracking research. We focus upon simulating reaction times and attention in binary choice with particular emphasis upon whether different models can predict the late onset bias (LOB), commonly found in eye movements during choice (sometimes called the gaze cascade). The first finding is that this bias is predicted by models even when attention is entirely random and independent of the choice process. This shows that the LOB is not evidence of a feedback loop between evidence accumulation and attention. Second, we examine models with a relative evidence decision rule and an absolute evidence rule. In the relative models a decision is made once the difference in evidence accumulated for two items reaches a threshold. In the absolute models, a decision is made once one item accumulates a certain amount of evidence, independently of how much is accumulated for a competitor. Our core result is simple – the existence of the late onset gaze bias to the option ultimately chosen, together with a positively skewed reaction time distribution means that the stopping rule must be relative not absolute. A large scale grid search of parameter space shows that absolute threshold models struggle to predict these phenomena even when incorporating evidence decay and assumptions of either mutual inhibition or feed forward inhibition. Keywords:

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In organizations, conceptual models are used for understanding the domain concepts. Such models are crucial in analysis and development of information systems. An important factor of using the conceptual models is how quickly analysts are able to learn the domain concepts as depicted in the models. Using a laboratory experiment, this research used eye tracking technique to capture the speed of acquisition of understanding conceptual models. Two sets of conceptual models were used in this study- one theory based (REA pattern) and the other non-theory based (non REA pattern). It was found that the rate of learning of the domain concepts was faster with theory based models than with non-theory based models. However, users of the non-theory based model were able to catch up with the learning of the model concepts after being repeatedly exposed to the model.

When researchers ask customers to judge product form during the design process, they often manipulate simplified product representations, such as silhouettes and sketches, to gather information on which designs customers prefer. Using simplified forms, as opposed to detailed realistic models, make the analysis of gathered information tractable and also allows the researcher to guide customer focus. The theory of constructed preferences from psychology suggests that the product form presented will influence customer judgments. This paper presents a study in which subjects were shown computer sketches, front/side view silhouettes, simplified renderings, and realistic renderings to test the extent to which a variety of judgments including opinions, objective evaluations, and inferences are affected by form presentation. Results show a variety of phenomena including preference inconsistencies and ordering effects that differed across type of judgment. For example, while inferences were consistent across form, opinions were not. An eye tracker identified differences in viewing strategies while making decisions. Associated data, such as fixation times and fixation counts, provide additional insight into findings.

We asked participants to make simple risky choices while we recorded their eye movements. We built a complete statistical model of the eye movements and found very little systematic variation in eye movements over the time course of a choice or across the different choices. The only exceptions were finding more (of the same) eye movements when choice options were similar, and an emerging gaze bias in which people looked more at the gamble they ultimately chose. These findings are inconsistent with prospect theory, the priority heuristic, or decision field theory. However, the eye movements made during a choice have a large relationship with the final choice, and this is mostly independent from the contribution of the actual attribute values in the choice options. That is, eye movements tell us not just about the processing of attribute values but also are independently associated with choice. The pattern is simple—people choose the gamble they look at more often, independently of the actual numbers they see—and this pattern is simpler than predicted by decision field theory, decision by sampling, and the parallel constraint satisfaction model. © 2015 The Authors. Journal of Behavioral Decision Making published by John Wiley & Sons Ltd. key words eye tracking; decision under risk Risky decisions are central to our behaviour, from frequent but small decisions that have a large cumulative effect (e.g., whether to smoke the next cigarette) to more rare but similarly significant decisions (e.g., where to invest pension

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Abstract. In this paper, we discuss the major issues associated with the new model of software delivery – service on demand – and explain why it alters the economics of software. As this model is expected to deliver fundamental leaps in cost efficiency, operation performance, infrastructure orchestration and ap-plication control, we describe the supporting technology required to achieve these goals. We also highlight those crucial operational processes for enhancing the quality of software delivery under the service on demand model. We then briefly outline our research roadmap to develop an on demand operating envi-ronment based on the fundamental principles: standardization, repetition, and, ultimately, automation.