 Real payment priming to reduce potential hypothetical biasQi Jiang, Jerrod Penn and Wuyang Hu Journal of choice modelling, 2022, vol. 45, issue C Abstract: Stated Preference (SP) valuation methods are often challenged by the existence of Hypothetical Bias (HB), often as individuals overstating their willingness to pay for a good or service in a hypothetical elicitation. A relatively new method shown to effectively reduce this upward bias is priming. However, these existing priming methods rely on relatively lengthy word or sentence tasks in order to prime respondents. Such tasks are costly in terms of survey time and participant effort, resulting in cognitive overload with benefits limited only to the elicitation. We propose a “real payment priming” method, which takes advantage of a real valuation, where actual payment would occur, prior to a hypothetical valuation. Results show that priming through real payment on one good effectively reduces potential HB in the subsequent hypothetical valuation on another good. Our method enables a wider scope of applications particularly when researchers have multiple valuation tasks, obviating the need for an extra priming task, or that the two goods are identical or similar. Keywords: Hypothetical bias; Mitigation method; Real payment priming; Stated preference (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:eejocm:v:45:y:2022:i:c:s1755534522000409 DOI: 10.1016/j.jocm.2022.100383 Access Statistics for this article Journal of choice modelling is currently edited by S. Hess and J.M. Rose More articles in Journal of choice modelling from Elsevier |
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