Choice decisions made by users of online applications can suffer from biases due to the users' level of engagement. For instance, low engagement users may make random choices with no concern for the quality of items offered. This biased choice data can corrupt estimates of user preferences for items. However, one can correct for these biases if additional behavioral data is utilized. To do this we construct a new choice engagement time model which captures the impact of user engagement on choice decisions and response times associated with these choice decisions. Response times are the behavioral data we choose because they are easily measured by online applications and reveal information about user engagement. To test our model we conduct online polls with subject populations that have different levels of engagement and measure their choice decisions and response times. We have two main empirical findings. First, choice decisions and response times are correlated, with strong preferences having faster response times than weak preferences. Second, low user engagement is manifested through more random choice data and faster response times. Both of these phenomena are captured by our choice engagement time model and we find that this model fits the data better than traditional choice models. Our work has direct implications for online applications. It lets these applications remove the bias of low engagement users when estimating preferences for items. It also allows for the segmentation of users according to their level of engagement, which can be useful for targeted advertising or marketing campaigns.
A theory of discrimination which assumes that subjects compare psychological values evoked by a stimulus to a subjective referent is proposed. Momentary differences between psychological values for the stimulus and the referent are accumulated over time until one or the other of two response thresholds is first exceeded. The theory is analyzed as a random walk bounded between two absorbing barriers. A general solution to response conditioned expected response times is computed and the important role played by the moment generating function (mgf) for increments to the random walk is examined. From considerations of the mgf it is shown that unlike other random walk models [Stone, 1960; Laming, 1968] the present theory does not imply that response conditioned mean correct and error times must be equal. For two fixed stimuli and a fixed referent it is shown that by controlling values of response thresholds, subjects can produce Receiver Operating Characteristics similar or identical to those predicted by Signal Detection Theory, High Threshold Theory, or Low Threshold Theory.