Internal And External Characterization Of Risk Decision-making Behavior Of Eye Movement Research

The decision-making is the process of the individual seeks the optimized decision in many limited options. In the daily life, the decision-making which we need to face is so complex and diverse, when the situation and the individual are inconsistent, or even under the completely consistent situation, that the individual has the possibility to display the different decision-making behavior.Retrospected the decision-making research, it has been developing from the traditional economic theory to the modern neuroeconomics (NE), the experimental economic theory, Decision-making research has experienced from the rationality, the bounded rationality to the ecological rationality decision-making views, and has established many kinds of different decision-making models. But the characteristics of the decision-maker always are neglected in the reseach of the decision-making influence factors, such as, cognition characteristic, personality characteristic, community factor and cultural background etc.This paper aims to studying the decision-making behavior under the influence of different representation through the eye-movement technology, exploring the decision-makers' cognition process mechanism in decision-making process, attempting to establish the theoretical model of decision-making under risky.In the investigation study, the results suggested that the external representation has the remarkable difference in decision-making behavior. But the difference of the self-confidence level and self-esteem hasn't the remarkable difference.In the first experiment study, 40 students joined the experiment randomly. The frame representation was analyzed though eye-movement technique. The results revealed that the difference of the frame representation has influenced on internal representation.In the second experiment study, the eye-movement technique has been used as above. 80 students participate in the experiment. The results indicated that the different content representation has influenced on internal representation also.In the end, the research use Support Vector Machines (SVM) to classify the data, and attempt to find out the regularity of the eye-movement data. The results illustrated that there are certain regulation between them. The differences of eye-movement data correspond with the alternative of the decision-maker. Draws the following conclusion through the experiment: In the decision-making process, the decision-makers' internal representation has been based on the influence of the external representation. And finally causes the change of decision-making behavior.The paper, finally, reviewed the whole studies and put forward to a direction for future researches.