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Unraveling the Choice Format Effect: A Context-Dependent Random Utility Model

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  • Jing Zhang
  • Wiktor L. Adamowicz

Abstract

A few recent studies report that preferences elicited from a two-alternative choice format are different from those elicited from a three-alternative choice format, when both choice set designs contain a status quo option. We hypothesize that the choice format effect might disappear when we estimate a random utility model (RUM) that allows for context-dependent preferences. Based on the estimated context-dependent RUM, we find that the choice format effect is likely the result of two offsetting effects: a task complexity effect that increases the probability of choosing the status quo option, and a preference matching effect, which decreases the probability.

Suggested Citation

  • Jing Zhang & Wiktor L. Adamowicz, 2011. "Unraveling the Choice Format Effect: A Context-Dependent Random Utility Model," Land Economics, University of Wisconsin Press, vol. 87(4), pages 730-743.
    • Handle: RePEc:uwp:landec:v:87:y:2011:iv:1:p:730-743
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    References listed on IDEAS

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    1. Dmitriy Volinskiy & Wiktor L. Adamowicz & Michele Veeman & Lorie Srivastava, 2009. "Does Choice Context Affect the Results from Incentive‐Compatible Experiments? The Case of Non‐GM and Country‐of‐Origin Premia in Canola Oil," Canadian Journal of Agricultural Economics/Revue canadienne d'agroeconomie, Canadian Agricultural Economics Society/Societe canadienne d'agroeconomie, vol. 57(2), pages 205-221, June.
    2. Amos Tversky & Daniel Kahneman, 1991. "Loss Aversion in Riskless Choice: A Reference-Dependent Model," The Quarterly Journal of Economics, President and Fellows of Harvard College, vol. 106(4), pages 1039-1061.
    3. Swait, Joffre & Adamowicz, Wiktor, 2001. "Choice Environment, Market Complexity, and Consumer Behavior: A Theoretical and Empirical Approach for Incorporating Decision Complexity into Models of Consumer Choice," Organizational Behavior and Human Decision Processes, Elsevier, vol. 86(2), pages 141-167, November.
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    Citations

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    Cited by:

    1. Jürgen Meyerhoff & Malte Oehlmann & Priska Weller, 2015. "The Influence of Design Dimensions on Stated Choices in an Environmental Context," Environmental & Resource Economics, Springer;European Association of Environmental and Resource Economists, vol. 61(3), pages 385-407, July.
    2. Oehlmann, Malte & Weller, Priska & Meyerhoff, Jürgen, 2014. "Complexity-induced Status Quo Effects in Discrete Choice Experiments for Environmental Valutation," VfS Annual Conference 2014 (Hamburg): Evidence-based Economic Policy 100616, Verein für Socialpolitik / German Economic Association.
    3. Xiong, Hang & Hu, Wuyang & Xu, Meng & Zhan, Jintao, 2024. "Revisiting heterogenous social desirability bias in consumer willingness to pay for food carbon label: Social norms and environmental concerns," Food Policy, Elsevier, vol. 128(C).
    4. Muhammad Safdar & Arshad Jamal & Hassan M. Al-Ahmadi & Muhammad Tauhidur Rahman & Meshal Almoshaogeh, 2022. "Analysis of the Influential Factors towards Adoption of Car-Sharing: A Case Study of a Megacity in a Developing Country," Sustainability, MDPI, vol. 14(5), pages 1-25, February.
    5. Zawojska, Ewa & Czajkowski, Mikolaj & Giergiczny, Marek, 2018. "Valuing tap water quality improvements using stated preference methods. Does the number of discrete choice options matter?," 2018 Annual Meeting, August 5-7, Washington, D.C. 274019, Agricultural and Applied Economics Association.
    6. Meyerhoff, Jürgen & Glenk, Klaus, 2015. "Learning how to choose—effects of instructional choice sets in discrete choice experiments," Resource and Energy Economics, Elsevier, vol. 41(C), pages 122-142.
    7. Weng, Weizhe & Morrison, Mark & Boyle, Kevin & Boxall, Peter, 2017. "The effect of the number of alternatives in a choice experiment with an application to the Macquarie Marshes, AU," 2017 Annual Meeting, February 4-7, 2017, Mobile, Alabama 252836, Southern Agricultural Economics Association.
    8. Boxebeld, Sander, 2024. "Ordering effects in discrete choice experiments: A systematic literature review across domains," Journal of choice modelling, Elsevier, vol. 51(C).
    9. Wiktor L. Adamowicz & Klaus Glenk & Jürgen Meyerhoff, 2014. "Choice modelling research in environmental and resource economics," Chapters, in: Stephane Hess & Andrew Daly (ed.), Handbook of Choice Modelling, chapter 27, pages 661-674, Edward Elgar Publishing.
    10. Robert J. Johnston & Kevin J. Boyle & Wiktor (Vic) Adamowicz & Jeff Bennett & Roy Brouwer & Trudy Ann Cameron & W. Michael Hanemann & Nick Hanley & Mandy Ryan & Riccardo Scarpa & Roger Tourangeau & Ch, 2017. "Contemporary Guidance for Stated Preference Studies," Journal of the Association of Environmental and Resource Economists, University of Chicago Press, vol. 4(2), pages 319-405.
    11. Weng, Weizhe & Morrison, Mark & Boyle, Kevin J. & Boxall, Peter C., 2017. "The effect of the number of alternatives in choice experiment questions," 2017 Annual Meeting, July 30-August 1, Chicago, Illinois 259179, Agricultural and Applied Economics Association.
    12. Murwirapachena, Genius & Dikgang, Johane, 2018. "An empirical examination of reducing status quo bias in heterogeneous populations: evidence from the South African water sector," MPRA Paper 91549, University Library of Munich, Germany.
    13. Weng, Weizhe & Morrison, Mark D. & Boyle, Kevin J. & Boxall, Peter C. & Rose, John, 2021. "Effects of the number of alternatives in public good discrete choice experiments," Ecological Economics, Elsevier, vol. 182(C).
    14. Glenk, Klaus & Meyerhoff, Jürgen & Colombo, Sergio & Faccioli, Michela, 2024. "Enhancing the face validity of choice experiments: A simple diagnostic check," Ecological Economics, Elsevier, vol. 221(C).
    15. Marios Zachariou & Diane Burgess & Catherine Glass & Graham Finney, 2025. "Assessing the elicitation of perceived status quo information as a tool to increase survey engagement and enhance accuracy of preference estimates in discrete choice experiments," Environmental Economics and Policy Studies, Springer;Society for Environmental Economics and Policy Studies - SEEPS, vol. 27(1), pages 85-108, January.
    16. Oehlmann, Malte & Meyerhoff, Jürgen & Mariel, Petr & Weller, Priska, 2017. "Uncovering context-induced status quo effects in choice experiments," Journal of Environmental Economics and Management, Elsevier, vol. 81(C), pages 59-73.
    17. Ahi, Jülide Ceren & Aanesen, Margrethe & Kipperberg, Gorm, 2023. "Testing the sensitivity of stated environmental preferences to variations in choice architecture," Ecological Economics, Elsevier, vol. 205(C).

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    More about this item

    JEL classification:

    • C25 - Mathematical and Quantitative Methods - - Single Equation Models; Single Variables - - - Discrete Regression and Qualitative Choice Models; Discrete Regressors; Proportions; Probabilities
    • Q51 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Environmental Economics - - - Valuation of Environmental Effects

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