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Testing the Consistency of Preferences in Discrete Choice Experiments: An Eye Tracking Study

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  • Segovia, Michelle S.
  • Palma, Marco A.
  • Chavez, Daniel E.

Abstract

A within-subjects experiment with eye tracking was implemented to test the consistency of preferences over three repeated choice experiments. The empirical results indicate that after changing the position of the same alternatives in the choice set, participants were consistent with their choices 69 per cent of the time. Moreover, after reverting back to the identical original positions of the alternatives but randomising the order of the choice sets, individuals’ choices were consistent 67 per cent of the time. Eye tracking data revealed that subjects’ visual attention towards the product attributes was also consistent over the sequence of choices. The robustness of these results was further demonstrated by using random parameters models with flexible mixing distributions to calculate willingness-to-pay for the product attributes and compare its consistency across choice experiments.
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Suggested Citation

  • Segovia, Michelle S. & Palma, Marco A. & Chavez, Daniel E., 2017. "Testing the Consistency of Preferences in Discrete Choice Experiments: An Eye Tracking Study," 2017 Annual Meeting, February 4-7, 2017, Mobile, Alabama 252858, Southern Agricultural Economics Association.
    • Handle: RePEc:ags:saea17:252858
    DOI: 10.22004/ag.econ.252858
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    Cited by:

    1. Boxebeld, Sander, 2024. "Ordering effects in discrete choice experiments: A systematic literature review across domains," Journal of choice modelling, Elsevier, vol. 51(C).
    2. Villacis, Alexis H., 2023. "Inconsistent choices over prospect theory lottery games: Evidence from field experiments," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 103(C).
    3. 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).
    4. Grashuis, Jasper & Su, Ye, 2023. "Consumer Preferences for State-Sponsored Designations: The Case of the Missouri Grown Label," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 48(1), January.
    5. Contu, Davide & Strazzera, Elisabetta, 2022. "Testing for saliency-led choice behavior in discrete choice modeling: An application in the context of preferences towards nuclear energy in Italy," Journal of choice modelling, Elsevier, vol. 44(C).
    6. Michelle S. Segovia & No‐Ya Yu & Ellen J. Van Loo, 2023. "The effect of information nudges on online purchases of meat alternatives," Applied Economic Perspectives and Policy, John Wiley & Sons, vol. 45(1), pages 106-127, March.

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    Keywords

    Food Consumption/Nutrition/Food Safety; Institutional and Behavioral Economics;

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