ABSTRACT
This chapter presents a tool called InterActive Process Tracing (IAPT), and aims to identify the decision processes underlying preferential choice. IAPT uses various elements of the process tracing measures mentioned earlier to combine their strengths and simultaneously overcome some of their weaknesses. For instance, the IAPT technique could prove beneficial for the creation of purchase environments, especially regarding the presentation of product information. Structural modeling aims to uncover psychological processes by relating the provided information to the decisions or judgments, typically via multiple linear regression analysis. The eye-tracking equipment records which information is fixated and so produce data that are similar to Mouselab’s. One way to gain more explicit insight into the processing of the obtained information is to collect verbal protocols, which can be done in two ways. The recording of eye movements is expected to yield very reliable and complete data about a person’s information search.
