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How Do Visual Representations Influence Survey Responses? Evidence from a Choice Experiment on Landscape Attributes of Green Infrastructure

Shr, Yau-Huo (Jimmy), Richard Ready, Brian Orland and Stuart Echols

Ecological Economics, 2019, vol. 156, issue C, 375-386

Abstract: This article provides new evidence on how images influence survey responses, using a split-sample choice experiment. Our results suggest that, when respondents are presented with both images and text, they exhibit stronger preferences for attributes with high visual salience than when presented with either images or text alone. Furthermore, respondents are less likely to ignore individual attributes when both images and text are provided. However, the provision of images makes responses more random, i.e., respondents' preferences for attributes are less consistent across choice questions.

Keywords: Non-market valuation; Generalized mixed logit model; Cognitive overload; Landscape visualizations (search for similar items in EconPapers)
Date: 2019
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DOI: 10.1016/j.ecolecon.2018.10.015

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