A variety of theories has been developed explaining attention and decision-making. Most studies in this field, which combine eye-tracking and conjoint analysis, use a top-down experimental situation, in which the participant is forced to make a decision. The aim of the present study was to combine a bottom-up aspect, using eye-tracking in which the participant is not forced to make a decision, and a quasi-experiment (choice-based conjoint analysis) to investigate whether the reviewed theories could also predict the results in a bottom-up, top-down situation. Seventeen subjects participated in the experiment in December 2016, investigating visual attention and choice in the case of tomatoes with product characteristics such as price, label, and origin. The results of the study show no significant relationship between visual attention and choice, when not in a top-down situation. A combination of methods and bottom-up situations as well as top-down situations when investigating attention and choice is suggested as demonstrated by this study. The results of this study do not support the popular utility effect theory that assumes a strong relationship between attention and utility.

中文翻译：

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在自下而上的实验中结合眼动追踪和基于选择的联合分析。

已经发展了各种理论来解释注意力和决策。该领域的大多数研究结合了眼动追踪和联合分析，使用自上而下的实验情况，参与者被迫做出决定。本研究的目的是结合自下而上的方面，使用不强迫参与者做出决定的眼动追踪和准实验（基于选择的联合分析）来调查所审查的理论是否可以还可以在自下而上、自上而下的情况下预测结果。17 名受试者于 2016 年 12 月参加了实验，调查了西红柿的视觉注意力和选择，这些西红柿具有价格、标签和产地等产品特征。研究结果表明，视觉注意力和选择之间没有显着关系，当不是在自上而下的情况下。如本研究所示，在调查注意力和选择时，建议将方法和自下而上的情况以及自上而下的情况相结合。这项研究的结果不支持流行的效用效应理论，该理论假设注意力和效用之间存在很强的关系。