Ocular behavior in construction hazard decision making process: Is neuroeconomics or classical economic theory closer to the reality?

Abstract

Classical economics suggested that decision maker acts in a world of complete certainty. They are objective, have complete information, consider all possible alternatives and their consequences before selecting the optimal solution. Neuroeconomics is the study of the biological microfoundations of economic cognition which are neurochemical mechanisms and pathways, like brain systems, neurons, genes, and neurotransmitters. 11 respondents were recruited to conduct the eye-tracking test. They were requested to spot the hazards on sites in the picture. Heatmap and Gaze plot were used to analyze the steps in identifying the hazards among all the research participants. Results indicate that the ability of individuals vary and the steps in identifying hazards are not the same among all individuals, indicating neuroeconomics better represent the decision-making process in reality. While majority can identify missing safety belt as a hazard for working at height, one of the participant cannot identify that as a hazard and solely stare at the shoulder position as indicated by heat map. In case of multiple hazards, the problem is even worse, majority can only identify one hazard. For example, they can only spot the missing safety belt but not the unsafe scaffolding in working at height.