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The influence of visual attention on memory-based preferential choice.

Regina Agnes Weilbächer1, Ian Krajbich2, Jörg Rieskamp1

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People’s choices are biased toward better-remembered options. This study found visual attention more strongly influences memory-based decisions, but doesn't mediate the memory bias itself.

Keywords:
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Area of Science:

  • Cognitive psychology
  • Neuroscience
  • Decision science

Background:

  • Decisions often rely on past experiences, leading to a memory bias where better-remembered options are preferred, even if less attractive.
  • Understanding the interplay between memory, attention, and choice is crucial for explaining decision-making processes.

Purpose of the Study:

  • To investigate how visual attention influences preferential choice in memory-based versus non-memory-based decisions.
  • To determine if visual attention mediates the memory bias in preferential choices.
  • To computationally model the role of attention in memory-based decision-making.

Main Methods:

  • Utilized eye tracking to measure visual attention during a "remember-and-decide" task.
  • Participants learned snack-location associations and made binary choices between recalled (memory-based) or visible (non-memory-based) snacks.
  • A computational model was adapted and expanded to analyze attention's role.

Main Results:

  • Choices were significantly more influenced by visual attention in memory-based decisions compared to non-memory-based decisions.
  • Visual attention did not mediate the observed memory bias in preferential choices.
  • The computational model provided a comprehensive description of attention's function in memory-based choices.

Conclusions:

  • Visual attention plays a key role in shaping preferential choices, particularly when decisions rely on memory.
  • While attention impacts memory-based choices, it does not appear to be the mechanism driving the memory bias itself.
  • This research clarifies the complex interaction between attention, episodic memory, and preference formation.