This paper examines consumers’ attention traces (e.g., sequences of eye fixations and saccades) during choice. Due to reduced equipment cost and increased ease of analysis, attention traces can reflect a more fine-grained representation of decision-making activities (e.g., formation of a...

Laboratory experiments conducted on college students suggest that emotions influence risk-taking during decisions-making. As the capacity to measure emotions in the field has been limited, however, it is unclear whether findings can be generalized to real world situations such as high-stakes...