sj-pdf-1-mrj-10.1177_00222437221141052 - Supplemental material for Attention Trajectories Capture Utility Accumulation and Predict Brand Choice

Supplemental material, sj-pdf-1-mrj-10.1177_00222437221141052 for Attention Trajectories Capture Utility Accumulation and Predict Brand Choice by Ana Martinovici, Rik Pieters and Tülin Erdem in Journal of Marketing Research</p

We Don’t Know What You Did Last Summer. On the Importance of Transparent Reporting of Reaction Time Data Pre-processing

  In behavioral, cognitive, and social sciences, reaction time measures are an important source of information. However, analyses on reaction time data are affected by researchers' analytical choices and the order in which these choices are applied. The results of a systematic literature review, presented in this paper, revealed that the justification for and order in which analytical choices are conducted are rarely reported, leading to difficulty in reproducing results and interpreting mixed findings. To address this methodological shortcoming, we created a checklist on reporting reaction time pre-processing to make these decisions more explicit, improve transparency, and thus, promote best practices within the field. The importance of the pre-processing checklist was additionally supported by an expert consensus survey and a multiverse analysis. Consequently, we appeal for maximal transparency on all methods applied and offer a checklist to improve replicability and reproducibility of studies that use reaction time measures.  </p