Reproducibility package (software and synthetic data) for "Attention Trajectories Capture Utility Accumulation and Predict Brand Choice"

A new attention-and-choice model used in tandem with the Bayesian K-fold Cross-Validation methodology on eye-tracking data from 325 representative consumers uncovered these attention trajectory effects. The findings contribute to closing important knowledge gaps in the attention and choice literature and have implications for marketing research and managerial practice. Brief description of the reproducibility package: This package includes code needed to reproduce numerical results presented in the paper starting from a synthetic dataset.

In addition, it provides an example of how to structure code for a complex project, and how to improve the likelihood of numerical reproducibility by using Make. The readme file provides links to additional information about Make and describes what the user needs to do in order to execute the code.