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Visual Attention and Attribute Attendance in Multi-Attribute Choice Experiments

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  • Balcombe, Kelvin George
  • Fraser, Iain
  • McSorley, Eugene

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.

Suggested Citation

  • Balcombe, Kelvin George & Fraser, Iain & McSorley, Eugene, 2013. "Visual Attention and Attribute Attendance in Multi-Attribute Choice Experiments," 87th Annual Conference, April 8-10, 2013, Warwick University, Coventry, UK 158709, Agricultural Economics Society.
    • Handle: RePEc:ags:aesc13:158709
    DOI: 10.22004/ag.econ.158709
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    References listed on IDEAS

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    More about this item

    Keywords

    Consumer/Household Economics;

    JEL classification:

    • C1 - Mathematical and Quantitative Methods - - Econometric and Statistical Methods and Methodology: General
    • C35 - Mathematical and Quantitative Methods - - Multiple or Simultaneous Equation Models; Multiple Variables - - - Discrete Regression and Qualitative Choice Models; Discrete Regressors; Proportions
    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis

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