EconPapers    
Economics at your fingertips  
 

Choice certainty in Discrete Choice Experiments: Will eye tracking provide useful measures?

Kennet Uggeldahl, Catrine Jacobsen, Thomas Hedemark Lundhede and Søren Olsen

Journal of choice modelling, 2016, vol. 20, issue C, 35-48

Abstract: In this study, we conduct a Discrete Choice Experiment (DCE) using eye tracking technology to investigate if eye movements during the completion of choice sets reveal information about respondents’ choice certainty. We hypothesise that the number of times that respondents shift their visual attention between the alternatives in a choice set reflects their stated choice certainty. Based on one of the largest samples of eye tracking data in a DCE to date, we find evidence in favor of our hypothesis. We also link eye tracking observations to model-based choice certainty through parameterization of the scale function in a random parameters logit model. We find that choices characterized by more frequent gaze shifting do indeed exhibit a higher degree of error variance, however, this effects is insignificant once response time is controlled for. Overall, findings suggest that eye tracking can provide an observable and exogenous variable indicative of choice certainty, potentially improving the handling of respondent certainty and thus the performance of the choice models in DCEs. However, in our empirical case the benefits of using eye movement data as a proxy for choice certainty in the choice model are small at best, and our results suggest that response time provides a better proxy for stated choice certainty and provides larger improvements in model performance.

Keywords: Eye tracking; Choice certainty; Scale heterogeneity; Response time; Pictorial presentation (search for similar items in EconPapers)
Date: 2016
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (4) Track citations by RSS feed

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S175553451530110X
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:eejocm:v:20:y:2016:i:c:p:35-48

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
Bibliographic data for series maintained by Dana Niculescu ().

 
Page updated 2019-07-22
Handle: RePEc:eee:eejocm:v:20:y:2016:i:c:p:35-48