Simultaneous modeling of visual saliency and value computation improves predictions of economic choice | PNAS

Categories Layout, UX/UI

Many everyday decisions require viewing displays with several alternatives and then rapidly choosing one, e.g., choosing a snack from a vending machine. Each item has objective visual properties, such as saliency, and subjective properties, such as value. Objective and subjective properties are usually studied independently. We have implemented a single integrated paradigm that links perceptual with economic decision making by having subjects search through visual displays to choose a single food item that they want to eat. We demonstrate that two linked accumulator models, one modeling perceptual and the other modeling economic decisions, account for subjects’ viewing patterns and choices.

Source: Simultaneous modeling of visual saliency and value computation improves predictions of economic choice | PNAS

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