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In-lab versus web-based eye-tracking in decision-making: A systematic comparison on multiple display-size conditions

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Area of Science:

  • Behavioral science
  • Cognitive science
  • Human-computer interaction

Background:

  • Eye-tracking is crucial in various research fields.
  • Web-based eye-tracking offers a feasible alternative to lab-based systems.
  • Systematic evaluation of web-based eye-tracking in decision-making is lacking.

Purpose of the Study:

  • To compare the performance of a laboratory eye tracker (EyeLink 1000 Plus) with a webcam-based system (WebGazer).
  • To evaluate web-based eye-tracking reliability in decision-making tasks across different display sizes and task complexities.

Main Methods:

  • Two discrete-choice experiments were conducted.
  • Display size was manipulated to simulate various devices (monitor, laptop, tablet, mobile).
  • Task complexity was varied (simple vs. complex choice matrices).

Main Results:

  • WebGazer performance was comparable to EyeLink on larger displays and simpler tasks.
  • Reliability of WebGazer decreased on smaller displays and with more complex choice matrices.
  • Gaze patterns and computational model inferences were analyzed.

Conclusions:

  • This study provides the first systematic evaluation of web-based eye-tracking for decision-making research.
  • WebGazer is a viable option for online behavioral studies under specific conditions (larger displays, simpler tasks).
  • Practical guidance is offered for researchers considering web-based eye-tracking.