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When considering whether to purchase consumer products, people consider both the items' attractiveness and their brand labels. Brands may affect the decision process through various mechanisms. For example, brand labels may provide direct support for their paired products, or they may indirectly affect choice outcomes by changing the way that people evaluate and compare their options. To examine these possibilities, we combined computational modeling with an eye-tracking experiment in which subjects made clothing choices with brand labels either present or absent. Subjects' choices were consistent with both the attractiveness of the clothing items and, to a smaller extent, the appeal of the brands. In line with the direct support mechanism, subjects who spent more time looking at the brands were more likely to choose the options with the preferred brands. When a clothing item was more attractive, subjects were more likely to look longer at the associated brand label, but not vice versa. In line with indirect mechanisms, in the presence of brand labels subjects exerted more caution and showed marginally less attentional bias in their choices. This research sheds light on the interplay between gaze and choice in decisions involving brand information, indicating that brands have both direct and indirect influences on choice. 

The mnemonic discrimination task (MDT) is a widely used cognitive assessment tool. Performance in this task is believed to indicate an age-related deficit in episodic memory stemming from a decreased ability to pattern-separate among similar experiences. However, cognitive processes other than memory ability might impact task performance. In this study, we investigated whether nonmnemonic decision-making processes contribute to the age-related deficit in the MDT. We applied a hierarchical Bayesian version of the Ratcliff diffusion model to the MDT performance of 26 younger and 31 cognitively normal older adults. It allowed us to decompose decision behavior in the MDT into different underlying cognitive processes, represented by specific model parameters. Model parameters were compared between groups, and differences were evaluated using the Bayes factor. Our results suggest that the age-related decline in MDT performance indicates a predominantly mnemonic deficit rather than differences in nonmnemonic decision-making processes. In addition, this mnemonic deficit might also involve a slowing in processes related to encoding and retrieval strategies, which are relevant for successful memory as well. These findings help to better understand what cognitive processes contribute to the age-related decline in MDT performance and may help to improve the diagnostic value of this popular task.