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Anchoring on visual cues in a stated preference survey: The case of siting offshore wind power projects

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  • Parsons, George
  • Yan, Lingxiao

Abstract

We consider anchoring on visual cues in a contingent-behavior study of the effects of offshore wind power projects on beach use on the East Coast of the United States. In an internet-based survey of beachgoers, we show respondents visual simulations of wind power projects at three offshore distances and vary the order in which respondents see the visuals -- so some see near visuals first and some see far visuals first. Respondents are asked how their trip-taking behavior may be affected by the projects. In parametric and non-parametric analyses, we find strong anchoring in the far-to-near ordering of the visuals and weak anchoring in the near-to-far ordering. We also find greater dependence on the first-shown visual versus the most-recent-shown visual. Finally, we find some effects of having viewed wind turbines in real life before entering the survey. The size of the anchoring effect has important policy implications insofar as it affects the predicted change in visitation and hence measured impact of offshore wind power projects. It also has implications for the interpretation of results from other stated preference surveys using visuals and on how surveys are designed.

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  • Parsons, George & Yan, Lingxiao, 2021. "Anchoring on visual cues in a stated preference survey: The case of siting offshore wind power projects," Journal of choice modelling, Elsevier, vol. 38(C).
  • Handle: RePEc:eee:eejocm:v:38:y:2021:i:c:s1755534520300610
    DOI: 10.1016/j.jocm.2020.100264
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    Cited by:

    1. Cranmer, Alexana & Broughel, Anna Ebers & Ericson, Jonathan & Goldberg, Mike & Dharni, Kira, 2023. "Getting to 30 GW by 2030: Visual preferences of coastal residents for offshore wind farms on the US East Coast," Energy Policy, Elsevier, vol. 173(C).
    2. Genius Murwirapachena & Johane Dikgang, 2022. "The effects of presentation formats in choice experiments," Environmental Economics and Policy Studies, Springer;Society for Environmental Economics and Policy Studies - SEEPS, vol. 24(3), pages 421-445, July.
    3. Linnerud, K. & Dugstad, A. & Rygg, B.J., 2022. "Do people prefer offshore to onshore wind energy? The role of ownership and intended use," Renewable and Sustainable Energy Reviews, Elsevier, vol. 168(C).

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