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Preference stability in discrete choice experiments. Some evidence using eye-tracking

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  • Fraser, Iain
  • Balcombe, Kelvin
  • Williams, Louis
  • McSorley, Eugene

Abstract

We investigate the relationship between the extent of visual attention and preference stability in a discrete choice experiment using eye-tracking to investigate country of origin information for meat in the UK. By preference stability, we mean the extent to which choice task responses differ for an identical set of tasks for an individual. Our results reveal that the degree of visual attention, counter to our initial expectations, is positively related to the degree of preference instability. This means that preference instability does not necessarily indicate low levels of respondent engagement. We also find that those respondents’ exhibiting preference instability do not substantively differ from the rest of the sample in terms of their underlying preferences. Rather, these respondents spend longer looking at tasks that are similar in terms of utility, suggesting these respondents find these choices more difficult.

Suggested Citation

  • Fraser, Iain & Balcombe, Kelvin & Williams, Louis & McSorley, Eugene, 2021. "Preference stability in discrete choice experiments. Some evidence using eye-tracking," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 94(C).
    • Handle: RePEc:eee:soceco:v:94:y:2021:i:c:s2214804321000938
    DOI: 10.1016/j.socec.2021.101753
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    Cited by:

    1. Mesfin G. Genie & Mandy Ryan & Nicolas Krucien, 2023. "Keeping an eye on cost: What can eye tracking tell us about attention to cost information in discrete choice experiments?," Health Economics, John Wiley & Sons, Ltd., vol. 32(5), pages 1101-1119, May.
    2. Bansal, Prateek & Kim, Eui-Jin & Ozdemir, Semra, 2024. "Discrete choice experiments with eye-tracking: How far we have come and ways forward," Journal of choice modelling, Elsevier, vol. 51(C).

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    More about this item

    Keywords

    Discrete choice experiment; Eye-tracking; Preference stability; Complexity;
    All these keywords.

    JEL classification:

    • D83 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Search; Learning; Information and Knowledge; Communication; Belief; Unawareness
    • Q18 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Agricultural Policy; Food Policy; Animal Welfare Policy
    • C99 - Mathematical and Quantitative Methods - - Design of Experiments - - - Other

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