“…Clarifying aspects of brain circuitry by illustrating the complex interplay between vision and cognition, 62 eye movement measurements are actively performed in interdisciplinary laboratories that integrate contributions from psychology, neuroscience, economy, philosophy and computer science. A vast number of efficient and well‐grounded behavioral experimental paradigms have been generated regarding sincerity, 63 magic‐tricks, 64, 65 judgmental tasks, 66–71 moral dilemma, 72 reading, 73–76 visual search, 77–79 gambling, 80 daily‐life activities, 81–86 problem‐solving, 39, 87–89 learning 90 and discrete choice in clinical decision‐making 91 . Vision science becomes actively adopted in neuromarketing, aiming to reveal valuable information about consumers’ decisions, as well as answer the question of how to hack the consumer's internal ‘purchase button’ 92–96 …”