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Choice conjures the idea of a directed selection of a desirable action or object, motivated by internal likes and dislikes, or other such preferences. However, such internal processes are simply the domain of our human physiology. Understanding the physiological processes of decision making across a variety of contexts is a central aim in decision science as it has a great potential to further progress decision research. As a pilot study in this field, this paper explores the nature of decision making by examining the associated brain activity, Electroencephalogram (EEG), of people to understand how the brain responds while undertaking choices designed to elicit the subjects’ preferences. To facilitate such a study, the Tobii-Studio eye tracker system was utilized to capture the participants’ choice based preferences when they were observing seventy-two sets of objects. These choice sets were composed of three …