Dynamic Preference Formation via Gaze and Memory

Publisher Summary This chapter discusses how preference decision-making is a dynamic process spreading over several seconds. During the process, active inspection itself contributes to preference decision formation. It remains unclear how memory affects gaze/orienting and further affects preference. For novelty preference, gaze is biased towards novel pictures initially and later towards a chosen picture with shallower accumulation. However, for familiarity preference, the gaze bias towards a chosen picture grows with the steeper accumulation. The initial gaze predicts the preference decision in different object categories through different processes, which interacts with choice types. The preference decision in natural scenes can be predicted by initial gaze location. Considering that the initial gaze is biased toward novel natural scenes. This initial gaze bias may trigger the positive loop of gaze and preference and then lead to a final novelty preference decision. Preference decision-making is a dynamic process spreading over several seconds. During the process, active inspection itself contributes to preference decision formation.

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