Abstract/Summary

Recent advances in process-tracing technologies allow economists to account for attention in economic models. We use a Discrete Choice Experiment in a hypothetical nutritional context to examine the suitability of mouse-tracking for stated preference research and the insights it provides into human behaviour. Consistent with eye-tracking literature, respondents selectively attend to available information, potentially reallocating attention to maximize utility. Attention to nutrients correlates with their erceived value but weakly predicts preferences. A comparison of choices with and without mouse-tracking suggests that this tracking method does not interfere with decision-making in a substantial way, supporting its validity in experimental research. We conclude that mouse-tracking holds potential for enhancing stated preference studies, but caution is needed when inferring behaviours from these measures