Michel Wedel, University of Maryland

In this presentation I provide an overview of eye movement research for search and choice processes, and provide a framework that helps psychometricians collect and analyze eye movement data. I discuss the multiple cognitive processes underlying the eye movements people make during visual search and choice behavior, briefly mention the design of eye tracking studies, and outline which relevant eye movement measures can be collected through modern eye tracking equipment. Then, I describe integrative Bayesian models of search and choice that represent the underlying cognitive processes based on eye movement data. I conclude with some directions for future research.