The position of an item influences its evaluation, with research consistently finding that items occupying central locations are preferred and have a higher subjective value. The current study investigated whether this centre-stage effect (CSE) is a result of bottom-up gaze allocation to the central item, and whether it is affected by item valence. Participants (n=50) were presented with three images of artistic paintings in a row and asked to choose the image they preferred. Eye movements were recorded for a subset of participants (n=22). On each trial the three artworks were either similar but different, or were identical and with positive valence, or were identical and with negative valence. The results showed a centre-stage effect, with artworks in the centre of the row preferred, but only when they were identical and of positive valence. Significantly greater gaze allocation to the central and left artwork was not mirrored by equivalent increases in preference choices. Regression analyses showed that when the artworks were positive and identical the participants' last fixation predicted preference for the central art-work, whereas the fixation duration predicted preference if the images were different. Overall the result showed that item valence, rather than level of gaze allocation, influences the CSE, which is incompatible with the bottom-up gaze explanation. We propose that the centre stage heuristic, which specifies that the best items are in the middle, is able to explain these findings and the centre-stage effect.Keywords: eye tracking, preference, centre-stage effect, art, decision making 3 1. Introduction In Western Society a robust social convention is that the person with the highest status will often be positioned in the centre a group of people (McArthur, 1981). This relationship between the central position and status has surprisingly important implications such as influencing how much a person is preferred, their perceived status, and even whether they will be given a job. For instance people who hold the belief that "Important people sit in the middle" are more likely to give a job to the candidate in the centre of a photograph of five potential job candidates (Raghubir & Valenzuela 2006). This 'center-stage effect' (CSE) has also been found to apply to consumer choices so that when people are presented with a row of similar items they show a preference for items in the middle rather than at either end of the row (Atalay, Bodur, & Rasolofoarison, 2012;Christenfeld, 1995;Raghubir & Valenzuela, 2006;Rodway, Schepman, & Lambert, 2012;Shaw & Bergen, 2000;Valenzuela & Raghubir, 2009). Therefore it is apparent that not all locations are treated equally, and the preference for centrally located people and objects influences decisions in a wide range of settings, including consumer choices and the evaluation of people.