On the use of honesty priming task to mitigate hypothetical bias in choice

Tiziana de Magistris, Azucena Gracia and Rodolfo Nayga

No 123639, 2012 Annual Meeting, August 12-14, 2012, Seattle, Washington from Agricultural and Applied Economics Association

Abstract: We test whether the use of an honesty priming task from the social psychology literature can help mitigate hypothetical bias in stated preference choice experiments (CE). Using a between-sample design, we conducted experiments with five treatments: (1) hypothetical CE without cognitive task, (2) hypothetical CE with cheap talk script, (3) hypothetical CE with neutral priming task, (4) hypothetical CE with honesty priming task, and (5) non-hypothetical CE. Results generally suggest that marginal willingness to pay estimates from treatment 4 where subjects are given honesty priming task before the choice experiment are not statistically different from marginal valuations from treatment 5 where subjects are in a non-hypothetical choice experiment. Values from both these treatments are significantly lower than those from other three hypothetical treatments (treatments 1-3). Using hold out tasks, our results also suggest that one could get higher percentage of correct predictions of participants’ choices in treatments 4 and 5 than in treatments 1-3 and that there is no significant difference in percentage of correct predictions between treatments 4 and 5.

Keywords: Marketing; Research Methods/ Statistical Methods (search for similar items in EconPapers)
Date: 2012
New Economics Papers: this item is included in nep-cbe, nep-dcm, nep-exp and nep-neu
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Persistent link: https://EconPapers.repec.org/RePEc:ags:aaea12:123639

DOI: 10.22004/ag.econ.123639

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