American Economic Review
ISSN 0002-8282 (Print) | ISSN 1944-7981 (Online)
The Power of Eye Tracking in Economics Experiments
American Economic Review
vol. 106,
no. 5, May 2016
(pp. 309–13)
Abstract
Eye tracking is a technology that tracks eye activity including how long and where a participant is looking. As eye tracking technology has improved and become more affordable its use has expanded. We discuss how to design, implement, and analyze an experiment using this technology to study economic theory. Using our experience fielding an experiment to study hiring decisions we guide the reader through how to choose an eye tracker, concerns with participants and set-up, types of outputs, limitations of eye tracking, data management and data analysis. We conclude with suggestions for combining eye tracking with other measurements.Citation
Lahey, Joanna N., and Douglas Oxley. 2016. "The Power of Eye Tracking in Economics Experiments." American Economic Review, 106 (5): 309–13. DOI: 10.1257/aer.p20161009Additional Materials
JEL Classification
- C91 Design of Experiments: Laboratory, Individual