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Identifying differences in willingness to pay due to dimensionality in stated choice experiments: a cross country analysis

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  • Rose, John M.
  • Hensher, David A.
  • Caussade, Sebastian
  • Ortúzar, Juan de Dios
  • Jou, Rong-Chang

Abstract

This paper explores the influence of both cultural and socio-economic characteristics on the perception of complexity and cognitive load associated with stated choice (SC) experiments. Complexity is analysed in terms of five design dimensions which were systematically varied according to a macro experimental design. To study the influence of cross country differences on willingness to pay estimates, we combined datasets collected in Sydney, Santiago de Chile and Taichung city in Taiwan, all of them related to an equivalent route choice experiment. Several mixed logit models were specified and estimated; our results show that design dimensions do have an impact on the behavioural outputs of discrete choice models estimated on SC data. However, these influences seem to be data-specific, suggesting that the impact of design dimensions upon SC outcomes may be local and not necessarily transferable across different countries and cultures.

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  • Rose, John M. & Hensher, David A. & Caussade, Sebastian & Ortúzar, Juan de Dios & Jou, Rong-Chang, 2009. "Identifying differences in willingness to pay due to dimensionality in stated choice experiments: a cross country analysis," Journal of Transport Geography, Elsevier, vol. 17(1), pages 21-29.
    • Handle: RePEc:eee:jotrge:v:17:y:2009:i:1:p:21-29
    DOI: 10.1016/j.jtrangeo.2008.05.001
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    4. Yang, Jui-Chen & Johnson, F. Reed & Kilambi, Vikram & Mohamed, Ateesha F., 2015. "Sample size and utility-difference precision in discrete-choice experiments: A meta-simulation approach," Journal of choice modelling, Elsevier, vol. 16(C), pages 50-57.
    5. Mikołaj Czajkowski & Marek Giergiczny & William H. Greene, 2012. "Learning and Fatigue Effects Revisited. The Impact of Accounting for Unobservable Preference and Scale Heterogeneity on Perceived Ordering Effects in Multiple Choice Task Discrete Choice Experiments," Working Papers 2012-08, Faculty of Economic Sciences, University of Warsaw.
    6. Roy Brouwer & Thijs Dekker & John Rolfe & Jill Windle, 2010. "Choice Certainty and Consistency in Repeated Choice Experiments," Environmental & Resource Economics, Springer;European Association of Environmental and Resource Economists, vol. 46(1), pages 93-109, May.
    7. Tobias Börger & Oliver Frör & Sören Weiß, 2017. "The relationship between perceived difficulty and randomness in discrete choice experiments: Investigating reasons for and consequences of difficulty," Discussion Papers in Environment and Development Economics 2017-03, University of St. Andrews, School of Geography and Sustainable Development.
    8. Weng, Weizhe & Morrison, Mark D. & Boyle, Kevin J. & Boxall, Peter C. & Rose, John, 2021. "Effects of the number of alternatives in public good discrete choice experiments," Ecological Economics, Elsevier, vol. 182(C).
    9. Saxena, N. & Rashidi, T.H. & Dixit, V.V. & Waller, S.T., 2019. "Modelling the route choice behaviour under stop-&-go traffic for different car driver segments," Transportation Research Part A: Policy and Practice, Elsevier, vol. 119(C), pages 62-72.
    10. Mohammed Alemu & Morten Mørkbak & Søren Olsen & Carsten Jensen, 2013. "Attending to the Reasons for Attribute Non-attendance in Choice Experiments," Environmental & Resource Economics, Springer;European Association of Environmental and Resource Economists, vol. 54(3), pages 333-359, March.
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    12. Mikolaj Czajkowski & Marek Giergiczny & William H. Greene, 2014. "Learning and Fatigue Effects Revisited: Investigating the Effects of Accounting for Unobservable Preference and Scale Heterogeneity," Land Economics, University of Wisconsin Press, vol. 90(2), pages 324-351.
    13. Zawojska, Ewa & Czajkowski, Mikolaj & Giergiczny, Marek, 2018. "Valuing tap water quality improvements using stated preference methods. Does the number of discrete choice options matter?," 2018 Annual Meeting, August 5-7, Washington, D.C. 274019, Agricultural and Applied Economics Association.
    14. Luis Márquez & Víctor Cantillo & Julián Arellana, 2020. "Assessing the influence of indicators’ complexity on hybrid discrete choice model estimates," Transportation, Springer, vol. 47(1), pages 373-396, February.
    15. Ortúzar, Juan de Dios & Bascuñán, Raúl & Rizzi, Luis Ignacio & Salata, Andrés, 2021. "Assessing the potential acceptability of road pricing in Santiago," Transportation Research Part A: Policy and Practice, Elsevier, vol. 144(C), pages 153-169.
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    17. Beck, Matthew J. & Rose, John M. & Hensher, David A., 2013. "Consistently inconsistent: The role of certainty, acceptability and scale in choice," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 56(C), pages 81-93.

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