ABSTRACT
This chapter explores the link between conceptual behavior and choice behavior. In particular, it introduces two laws that, for the first time, directly link choice behavior and concept learning. In the first law, choice difficulty is a function of the degree of gestalt homogeneity of a categorical stimulus. Consequently, a compelling link between conceptual behavior and choice difficulty is established. Another powerful link between choice behavior and concept formation that is implied in generalized invariance structure theory (GIST) involves the notion of structural equilibrium. In the second law, the average duration of eye fixation on an object-stimulus is explained and predicted by the amount of representational information conveyed by it. The chapter introduces evidence in support of an inverse law linking eye gaze to informativeness. The law is meant to characterize fixation behavior or, more specifically, the amount of time devoted to any one object from a set of objects under consideration by an observer.
