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Interrupting the cascade: Orienting contributes to decision making even in the absence of visual stimulation

Simion, Claudiu and Shimojo, Shinsuke (2007) Interrupting the cascade: Orienting contributes to decision making even in the absence of visual stimulation. Perception and Psychophysics, 69 (4). pp. 591-595. ISSN 0031-5117.

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Most systematic studies of human decision making approach the subject from a cost analysis point of view and assume that people make the highest utility choice. Very few articles investigate subjective decision making, such as that involving preference, although such decisions are very important for our daily functioning. We have argued (Shimojo, Simion, Shimojo, & Scheier, 2003) that an orienting bias effectively leads to the preference decision by means of a positive feedback loop involving mere exposure and preferential looking. The illustration of this process is a continually increasing gaze bias toward the eventual choice, which we call the gaze cascade effect. In the present study, we interrupt the natural process of preference selection, but we show that gaze behavior does not change even when the stimuli are removed from observers’ visual field. This demonstrates that once started, the involvement of orienting in decision making cannot be stopped and that orienting acts independently of the presence of visual stimuli. We also show that the cascade effect is intrinsically linked to the decision itself and is not triggered simply by a tendency to look at preferred targets.

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Additional Information:Copyright 2007 Psychonomic Society, Inc. Manuscript received January 31, 2006; revision accepted for publication October 9, 2006.
Issue or Number:4
Record Number:CaltechAUTHORS:SIMpp07
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Usage Policy:No commercial reproduction, distribution, display or performance rights in this work are provided.
ID Code:11942
Deposited By: Lindsay Cleary
Deposited On:14 Oct 2008 18:01
Last Modified:03 Oct 2019 00:24

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