{"id":35512,"date":"2026-07-31T11:36:40","date_gmt":"2026-07-31T16:36:40","guid":{"rendered":"https:\/\/www.sr-research.com\/?page_id=35512"},"modified":"2026-07-31T12:31:46","modified_gmt":"2026-07-31T17:31:46","slug":"eye-tracking-and-altruism","status":"publish","type":"page","link":"https:\/\/www.sr-research.com\/zh\/case-studies\/eye-tracking-and-altruism\/","title":{"rendered":"Eye Tracking and Altruism"},"content":{"rendered":"<style>.wp-block-kadence-column.kb-section-dir-horizontal > .kt-inside-inner-col > .kt-info-box35512_0e3839-1b .kt-blocks-info-box-link-wrap{max-width:unset;}.kt-info-box35512_0e3839-1b .kt-blocks-info-box-link-wrap{border-top:0px solid #ffffff;border-right:0px solid #ffffff;border-bottom:0px solid #ffffff;border-left:0px solid #ffffff;border-top-left-radius:0px;border-top-right-radius:0px;border-bottom-right-radius:0px;border-bottom-left-radius:0px;background:#ffffff;padding-top:0px;padding-right:var(--global-kb-spacing-xs, 1rem);padding-bottom:var(--global-kb-spacing-xs, 1rem);padding-left:var(--global-kb-spacing-xs, 1rem);}.kt-info-box35512_0e3839-1b .kadence-info-box-icon-container .kt-info-svg-icon, .kt-info-box35512_0e3839-1b .kt-info-svg-icon-flip, .kt-info-box35512_0e3839-1b .kt-blocks-info-box-number{font-size:50px;}.kt-info-box35512_0e3839-1b .kt-blocks-info-box-media{color:#006cff;border-radius:200px;overflow:hidden;border-top-width:0px;border-right-width:0px;border-bottom-width:0px;border-left-width:0px;padding-top:20px;padding-right:20px;padding-bottom:20px;padding-left:20px;margin-top:0px;margin-right:0px;margin-bottom:0px;margin-left:-40px;}.kt-info-box35512_0e3839-1b .kt-blocks-info-box-media .kadence-info-box-image-intrisic img{border-radius:200px;}.kt-info-box35512_0e3839-1b .kt-infobox-textcontent h2.kt-blocks-info-box-title{padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;margin-top:5px;margin-right:0px;margin-bottom:10px;margin-left:0px;}.kt-info-box35512_0e3839-1b .kt-blocks-info-box-learnmore{background:transparent;border-width:0px 0px 0px 0px;padding-top:4px;padding-right:8px;padding-bottom:4px;padding-left:8px;margin-top:10px;margin-right:0px;margin-bottom:10px;margin-left:0px;}@media all and (max-width: 1024px){.kt-info-box35512_0e3839-1b .kt-blocks-info-box-link-wrap{border-top:0px solid #ffffff;border-right:0px solid #ffffff;border-bottom:0px solid #ffffff;border-left:0px solid #ffffff;}}@media all and (max-width: 767px){.kt-info-box35512_0e3839-1b .kt-blocks-info-box-link-wrap{border-top:0px solid #ffffff;border-right:0px solid #ffffff;border-bottom:0px solid #ffffff;border-left:0px solid #ffffff;}}<\/style>\n<div class=\"wp-block-kadence-infobox kt-info-box35512_0e3839-1b\"><span class=\"kt-blocks-info-box-link-wrap info-box-link kt-blocks-info-box-media-align-left kt-info-halign-left\"><div class=\"kt-blocks-info-box-media-container\"><div class=\"kt-blocks-info-box-media kt-info-media-animate-none\"><div class=\"kadence-info-box-icon-container kt-info-icon-animate-none\"><div class=\"kadence-info-box-icon-inner-container\"><span class=\"kb-svg-icon-wrap kb-svg-icon-fe_bookOpen kt-info-svg-icon\"><svg viewBox=\"0 0 24 24\"  fill=\"none\" stroke=\"currentColor\" stroke-width=\"2\" stroke-linecap=\"round\" stroke-linejoin=\"round\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"  aria-hidden=\"true\"><path d=\"M2 3h6a4 4 0 0 1 4 4v14a3 3 0 0 0-3-3H2z\"\/><path d=\"M22 3h-6a4 4 0 0 0-4 4v14a3 3 0 0 1 3-3h7z\"\/><\/svg><\/span><\/div><\/div><\/div><\/div><div class=\"kt-infobox-textcontent\"><h2 class=\"kt-blocks-info-box-title\">CASE STUDY: The Impact of Inequality on Social Value Orientation: An Eye-tracking Study<\/h2><p class=\"kt-blocks-info-box-text\"><\/p><\/div><\/span><\/div>\n\n\n<style>.kb-image35512_bf7ed3-4b .kb-image-has-overlay:after{opacity:0.3;}.kb-image35512_bf7ed3-4b img.kb-img, .kb-image35512_bf7ed3-4b .kb-img img{box-shadow:0px 0px 14px 0px rgba(0, 0, 0, 0.2);}<\/style>\n<div class=\"wp-block-kadence-image kb-image35512_bf7ed3-4b\"><figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"2560\" height=\"1000\" src=\"https:\/\/www.sr-research.com\/wp-content\/uploads\/2026\/07\/altruism-eye-tracking-research-2.0.jpg\" alt=\"\" class=\"kb-img wp-image-35525\" srcset=\"https:\/\/www.sr-research.com\/wp-content\/uploads\/2026\/07\/altruism-eye-tracking-research-2.0-18x7.jpg 18w, https:\/\/www.sr-research.com\/wp-content\/uploads\/2026\/07\/altruism-eye-tracking-research-2.0-300x117.jpg 300w, https:\/\/www.sr-research.com\/wp-content\/uploads\/2026\/07\/altruism-eye-tracking-research-2.0-768x300.jpg 768w, https:\/\/www.sr-research.com\/wp-content\/uploads\/2026\/07\/altruism-eye-tracking-research-2.0-1024x400.jpg 1024w, https:\/\/www.sr-research.com\/wp-content\/uploads\/2026\/07\/altruism-eye-tracking-research-2.0-1536x600.jpg 1536w, https:\/\/www.sr-research.com\/wp-content\/uploads\/2026\/07\/altruism-eye-tracking-research-2.0-2048x800.jpg 2048w, https:\/\/www.sr-research.com\/wp-content\/uploads\/2026\/07\/altruism-eye-tracking-research-2.0.jpg 2560w\" sizes=\"auto, (max-width: 2560px) 100vw, 2560px\" \/><\/figure><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Are traditional psychological tests giving us an overly generous view of human nature<sup><\/sup>? When people make financial decisions that benefit others, do they do so out of pure altruism, or are they simply trying to keep things fair<sup><\/sup>?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In a 2025 study published in <em>Frontiers in Psychology<\/em>, <strong><a href=\"https:\/\/doi.org\/10.3389\/fpsyg.2025.1521101\">Qian-Hui Wang and colleagues<\/a><\/strong> addressed these questions by exploring how option inequality distorts measurements of Social Value Orientation (SVO)\u2014the framework psychologists use to quantify prosocial tendencies.<\/p>\n\n\n\n<h2 id=\"h-altruism-versus-fairness\" class=\"wp-block-heading\">Altruism Versus Fairness<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">In behavioral economics, prosocial choices can be shaped by two distinct motivations:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Altruism:<\/strong> A participant&#8217;s willingness to give up their own money specifically to increase another person&#8217;s payout, regardless of the final income gap.<\/li>\n\n\n\n<li><strong>Fairness (Inequality Aversion):<\/strong> A participant&#8217;s desire to minimize the income gap (the absolute payout difference |Self &#8211; Other|) between themselves and another person.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">In traditional <strong>SVO measures<\/strong>, in which participants choose between two payout allocation pairs, these two factors are confounded. For example, if a participant chooses <strong>Option A<\/strong> ($98 for self \/ $63 for other) over <strong>Option B<\/strong> ($100 for self \/ $50 for other), standard tests classify the choice as &#8220;altruistic&#8221; because the participant sacrificed $2 of their own money. However, Option A <em>also<\/em> shrinks the inequality gap from $50 (|100 &#8211; 50|) down to $35 (|98 &#8211; 63|). Standard SVO tests cannot determine if the choice was driven by true generosity or a simple dislike for inequality, leading to potentially inflated altruism scores.<\/p>\n\n\n\n<h2 id=\"h-the-eye-tracking-task\" class=\"wp-block-heading\">The Eye Tracking Task<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">To separate these motivations, researchers conducted a within-subjects experiment with 65 university students using two distinct conditions<sup><\/sup>:<\/p>\n\n\n\n<ol start=\"1\" class=\"wp-block-list\">\n<li><strong>Standard SVO (Uncontrolled Inequality):<\/strong> Participants completed 24 standard allocation pairs where option inequality naturally varied.<\/li>\n\n\n\n<li><strong>Inequality-Controlled (IC) Condition:<\/strong> Researchers engineered 64 custom allocation pairs where the income gap (|Self &#8211; Other|) was kept strictly constant across both options in a trial. For instance, choosing between <strong>Option A <\/strong>($71 self \/ $41 other) versus <strong>Option B<\/strong> ($53 self \/ $83 other). Because both options carry an identical $30 inequality gap, inequality aversion is neutralized. Choosing Option B means sacrificing $18 of your own money, so the other person gets $42 more\u2014isolating pure altruism as the deciding factor.<\/li>\n<\/ol>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>High-Precision Eye Tracking:<\/strong> Participants completed 88 trials while an <strong><a href=\"https:\/\/www.sr-research.com\/eyelink-1000-plus\/\">EyeLink 1000 Plus<\/a><\/strong> eye tracker monitored eye movements at 1,000 Hz. The researchers created Interest Areas (IAs) &#8211; one for each of the values in the two pairs, and measured total fixation count, search depth, and gaze transitions between the IAs.<\/p>\n\n\n\n<h2 id=\"h-inequality-distorts-altruism-scores\" class=\"wp-block-heading\">Inequality Distorts Altruism Scores<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">When fairness was controlled, participants&#8217; calculated altruism scores dropped significantly<sup><\/sup>. This confirms that conventional SVO tests systematically overestimate generosity by confusing it with a preference for equal outcomes<sup><\/sup>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Importantly, the EyeLink eye-tracking data provided insights into the underlying cognitive process:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Higher Cognitive Complexity:<\/strong> The Inequality-Controlled task induced significantly higher total fixation counts.<\/li>\n\n\n\n<li><strong>Deeper Search &amp; Option Comparisons:<\/strong> Participants searched more overall information and exhibited more option-wise transitions in the IC condition.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Deprived of the &#8220;fairness shortcut,&#8221; participants had to invest greater cognitive effort and engage in deeper, bottom-up information processing to trade off personal gain against the other person&#8217;s payout.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Standard psychological measures frequently mistake a preference for equal outcomes for genuine generosity. By combining inequality-controlled tasks with high-precision eye tracking, researchers proved that controlling for fairness reveals true altruistic tendencies and the deeper cognitive effort required to make prosocial choices.<\/p>\n\n\n<style>.wp-block-kadence-spacer.kt-block-spacer-35512_8a53b2-fa .kt-block-spacer{height:60px;}.wp-block-kadence-spacer.kt-block-spacer-35512_8a53b2-fa .kt-divider{border-top-width:1px;height:1px;border-top-color:#eee;width:50%;border-top-style:solid;}<\/style>\n<div class=\"wp-block-kadence-spacer aligncenter kt-block-spacer-35512_8a53b2-fa\"><div class=\"kt-block-spacer kt-block-spacer-halign-center\"><hr class=\"kt-divider\"\/><\/div><\/div>\n\n\n<style>.wp-block-kadence-advancedheading.kt-adv-heading35512_9143aa-f7, .wp-block-kadence-advancedheading.kt-adv-heading35512_9143aa-f7[data-kb-block=\"kb-adv-heading35512_9143aa-f7\"]{text-align:center;font-style:normal;}.wp-block-kadence-advancedheading.kt-adv-heading35512_9143aa-f7 mark.kt-highlight, .wp-block-kadence-advancedheading.kt-adv-heading35512_9143aa-f7[data-kb-block=\"kb-adv-heading35512_9143aa-f7\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}.wp-block-kadence-advancedheading.kt-adv-heading35512_9143aa-f7 img.kb-inline-image, .wp-block-kadence-advancedheading.kt-adv-heading35512_9143aa-f7[data-kb-block=\"kb-adv-heading35512_9143aa-f7\"] img.kb-inline-image{width:150px;vertical-align:baseline;}<\/style>\n<p class=\"kt-adv-heading35512_9143aa-f7 wp-block-kadence-advancedheading\" data-kb-block=\"kb-adv-heading35512_9143aa-f7\">For information regarding how eye tracking can help your research, check out our solutions and product pages or contact us. We are happy to help!<\/p>\n\n\n<div class=\"mai-columns has-xl-margin-top has-xl-margin-bottom\"><div class=\"mai-columns-wrap has-columns\" style=\"--column-gap:var(--spacing-xxxxl);--row-gap:var(--spacing-xl);--align-columns:start;--align-columns-vertical:center;\">\n<div class=\"mai-column is-column\" style=\"--columns-xs:1 \/ 1;--flex-xs:0 0 var(--flex-basis);--columns-sm:1 \/ 1;--flex-sm:0 0 var(--flex-basis);--columns-md:1 \/ 3;--flex-md:0 0 var(--flex-basis);--columns-lg:1 \/ 3;--flex-lg:0 0 var(--flex-basis);--justify-content:start;\">\n\n<div class=\"wp-block-buttons is-content-justification-center is-layout-flex wp-container-core-buttons-is-layout-fe48e5de wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button aligncenter\"><a class=\"wp-block-button__link button button-secondary wp-element-button\" href=\"https:\/\/www.sr-research.com\/solutions\/\">Solutions<\/a><\/div>\n<\/div>\n\n<\/div>\n\n<div class=\"mai-column is-column\" style=\"--columns-xs:1 \/ 1;--flex-xs:0 0 var(--flex-basis);--columns-sm:1 \/ 1;--flex-sm:0 0 var(--flex-basis);--columns-md:1 \/ 3;--flex-md:0 0 var(--flex-basis);--columns-lg:1 \/ 3;--flex-lg:0 0 var(--flex-basis);--justify-content:start;\">\n\n<div class=\"wp-block-buttons is-content-justification-center is-layout-flex wp-container-core-buttons-is-layout-fe48e5de wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button aligncenter\"><a class=\"wp-block-button__link button button-secondary wp-element-button\" href=\"https:\/\/www.sr-research.com\/hardware\/\">Products<\/a><\/div>\n<\/div>\n\n<\/div>\n\n<div class=\"mai-column is-column\" style=\"--columns-xs:1 \/ 1;--flex-xs:0 0 var(--flex-basis);--columns-sm:1 \/ 1;--flex-sm:0 0 var(--flex-basis);--columns-md:1 \/ 3;--flex-md:0 0 var(--flex-basis);--columns-lg:1 \/ 3;--flex-lg:0 0 var(--flex-basis);--justify-content:start;\">\n\n<div class=\"wp-block-buttons is-content-justification-center is-layout-flex wp-container-core-buttons-is-layout-fe48e5de wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button aligncenter\"><a class=\"wp-block-button__link button button-secondary wp-element-button\" href=\"https:\/\/www.sr-research.com\/get-in-touch\/\">Get in Touch<\/a><\/div>\n<\/div>\n\n<\/div>\n<\/div><\/div>","protected":false},"excerpt":{"rendered":"<p>Are traditional psychological tests giving us an overly generous view of human nature? When people make financial decisions that benefit others, do they do so out of pure altruism, or are they simply trying to keep things fair? In a 2025 study published in Frontiers in Psychology, Qian-Hui Wang and colleagues addressed these questions by &hellip;<\/p>","protected":false},"author":3,"featured_media":0,"parent":30161,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"class_list":["page","type-page","entry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.2 (Yoast SEO v28.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Eye Tracking and Altruism - Fast, Accurate, Reliable Eye Tracking<\/title>\n<meta name=\"description\" content=\"Learn how altruism shapes human behavior in financial contexts, as explored in a recent eye-tracking research study.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.sr-research.com\/zh\/case-studies\/eye-tracking-and-altruism\/\" \/>\n<meta property=\"og:locale\" content=\"zh_CN\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Eye Tracking and Altruism\" \/>\n<meta property=\"og:description\" content=\"Learn how altruism shapes human behavior in financial contexts, as explored in a recent eye-tracking research study.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.sr-research.com\/zh\/case-studies\/eye-tracking-and-altruism\/\" \/>\n<meta property=\"og:site_name\" content=\"Fast, Accurate, Reliable Eye Tracking\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/SR-Research-Ltd-640093842854433\/\" \/>\n<meta property=\"article:modified_time\" content=\"2026-07-31T17:31:46+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.sr-research.com\/wp-content\/uploads\/2026\/07\/altruism-eye-tracking-research-2.0.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2560\" \/>\n\t<meta property=\"og:image:height\" content=\"1000\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:site\" content=\"@SRResearchLtd\" \/>\n<meta name=\"twitter:label1\" content=\"\u9884\u8ba1\u9605\u8bfb\u65f6\u95f4\" \/>\n\t<meta name=\"twitter:data1\" content=\"3 \u5206\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.sr-research.com\\\/case-studies\\\/eye-tracking-and-altruism\\\/\",\"url\":\"https:\\\/\\\/www.sr-research.com\\\/case-studies\\\/eye-tracking-and-altruism\\\/\",\"name\":\"Eye Tracking and Altruism - 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