Figure 4.

Choice biases. (A) The probability of purchasing the item as a function of the difference in total fixation time (over the whole trial) between the product and the price. Black circles indicate data from the odd-numbered trials of the subject data, and the red dashed line indicates the simulated data from the aDDM. The p-value is from a one-sided t-test. (B) The probability that the product is chosen as a function of the net value, conditional on whether more time was spent looking at the product or the price in that trial. Bars are standard error bars, clustered by subject.