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Discrete choice experiments have traditionally focused on improving the prediction of static choices that are measured through external reflection and surveys. It is argued that considering the underlying processes of decision making across a variety of contexts may further progress decision research. As a pilot study in this field, this paper explores the dynamic nature of decision-making by examining the associated brain activity, Electroencephalogram (EEG), of people while undertaking choices designed to elicit their 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 of three images offering potential personal computer backgrounds. Choice based preferences were identified by having the respondent click on their preferred image. In addition, the commercial Emotiv …