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Visual Attention and Attribute Attendance in Multi-Attribute Choice Experiments

Kelvin Balcombe, Iain Fraser () and Eugene McSorley

No 158709, 87th Annual Conference, April 8-10, 2013, Warwick University, Coventry, UK from Agricultural Economics Society

Abstract: Decision strategies in multi-attribute Choice Experiments are investigated using eye-tracking. The visual attention towards, and attendance of, at- tributes is examined. Stated attendance is found to diverge substantively from visual attendance of attributes. However, stated and visual attendance are shown to be informative, non-overlapping sources of information about respondent utility functions when incorporated into model estimation. Eye- tracking also reveals systematic nonattendance of attributes only by a minor- ity of respondents. Most respondents visually attend most attributes most of the time. We nd no compelling evidence that the level of attention is related to respondent certainty, or that higher or lower value attributes receive more or less attention.

Keywords: Consumer/Household; Economics (search for similar items in EconPapers)
Date: 2013
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Journal Article: Visual Attention and Attribute Attendance in Multi‐Attribute Choice Experiments (2015) Downloads
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Persistent link: https://EconPapers.repec.org/RePEc:ags:aesc13:158709

DOI: 10.22004/ag.econ.158709

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