Researchers and practitioners in marketing, economics, and public policy often use preference elicitation tasks to forecast real-world behaviors. These tasks typically ask a series of similarly structured questions. The authors posit that every time a respondent answers an additional elicitation question, two things happen: (1) they provide information about some parameter(s) of interest, such as their time preference or the partworth for a product attribute, and (2) the respondent increasingly “adapts” to the task—that is, using task-specific decision processes specialized for this task that may or may not apply to other tasks. Importantly, adaptation comes at the cost of potential mismatch between the task-specific decision process and real-world processes that generate the target behaviors, such that asking more questions can reduce external validity. The authors used mouse and eye tracking to trace decision processes in time preference measurement and conjoint choice tasks. Respondents increasingly relied on task-specific decision processes as more questions were asked, leading to reduced external validity for both related tasks and real-world behaviors. Importantly, the external validity of measured preferences peaked after as few as seven questions in both types of tasks. When measuring preferences, less can be more.
Investigating a classical neuropsychological test in a real world context
This study was performed to investigate the validity of a real world version of the Trail Making Test (TMT) across age strata, compared to the current standard TMT which is delivered using a pen-paper protocol. We developed a real world version of the TMT, the Can-TMT, that involves the retrieval of food cans, with numeric or alphanumerical labels, from a shelf in ascending order. Eye tracking data was acquired during the Can-TMT to calculate task completion time and compared to that of the Paper-TMT. Results indicated
a strong significant correlation between the real world and paper tasks for both TMTA and TMTB versions of the tasks, indicative of the validity of the real world task. Moreover, the two age groups exhibited significant differences on the TMTA and TMTB versions of both task modalities (paper and can), further supporting the validity of the real world task. This
work will have a significant impact on our ability to infer skill or impairment with visual search, spatial reasoning, working memory, and motor proficiency during complex real-world tasks. Thus, we hope to fill a critical need for an exam with the resolution capable of determining deficits which subjective or reductionist assessments may otherwise miss.
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- PAR ID:
- 10357674
- Date Published:
- Journal Name:
- 43rd Annual International Conference of the IEEE Engineering in Medicine & Biology Society (EMBC)
- Page Range / eLocation ID:
- 1566 to 1569
- Format(s):
- Medium: X
- Sponsoring Org:
- National Science Foundation
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- Free Publicly Accessible Full Text
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Accepted Manuscript1.0
- Conference Paper:
- https://doi.org/10.1109/EMBC46164.2021.9630190
