Keynote speaker: Prateek Bansal

National University of Singapore,

Integrating Attention and Response Time Data into Cognitive Psychology Models to Understand Discrete Choices

Traditional choice data captures outcomes, not processes. Response times and attention patterns, increasingly available at scale through webcam-based eye-tracking, reveal how decisions are made, not just what was chosen. Standard utility models struggle to absorb these signals or explain phenomena like the decoy effect and intra-individual heterogeneity. This talk makes the case for sequential sampling models as a more natural framework: one where attention and response time emerge directly from the decision process, improving both the interpretability of estimates and the efficiency of inference

Prateek Bansal is professor at tthe National University of Singapore, where he is the director of the Behavioural Computational Science Lab.