Department of Philosophy

The Joint Faculties of Humanities and Theology | Lund University


I'm interested in how people make their everyday decisions. I'm currently investigating how consumers make decisions in the supermarket and how they deal with the large amount of options they are confronted with. The supermarket is an interesting environment since it is familiar to all people and
where we are accustomed to make decisions. In my research I want to discern the different strategies consumers use when making decisions in the supermarket and how factors in the environment influence the choice of strategy.



Books (1)
  • Gidlöf, K. (2014). Visual attention during decision-making in natural environments. Lund University Cognitive Science, 159. Dissertation.
Articles (6)
  • Pärnamets, P., Johansson, R., Gidlöf, K. & Wallin, A. (2016). How information availability interacts with visual attention during judgment and decision tasks. Journal of Behavioral Decision Making, 29, 218-231. John Wiley & Sons.
  • Gidlöf, K., Wallin, A., Dewhurst, R. & Holmqvist, K. (2013). Using eye-tracking to trace a cognitive process: Gaze behavior during decision making in a natural environment. Journal of Eye Movement Research, 6, 3-14. European Group for Eye Movement Research.
  • Gidlöf, K., Wallin, A., Peter, M.-H. & Holmqvist, K. (2013). Material distortion of economic behavior and everyday decision making. Journal of Consumer Policy, 36, 389-402. Luchterhand.
  • Gidlöf, K., Holmberg, N. & Sandberg, H. (2012). The use of eye-tracking and retrospective interviews to study teenagers' exposure to online advertising. Visual Communication, 11, 329-345. SAGE Publications Inc..
  • Gidlöf, K., Sandberg, H. & Holmberg, N. (2012). The use and value of eye-tracking in consumer studies. Journal of Consumer Behaviour.
  • Sandberg, H., Gidlöf, K. & Holmberg, N. (2011). Children’s Exposure to and Perceptions of Online Advertising. International Journal of Communication, 5, 21-50. USC Annenberg Press.
Conference contributions (6)

Research portal (Lund University)

Kerstin Gidlöf

Cognitive Science
Department of Philosophy

Contact information

E-mail kerstin.gidloflucs.luse

Visiting address Helgonavägen 3, Lund

Postal address Box 192, 221 00 Lund

Internal post code 30