IDEAS home Printed from https://ideas.repec.org/a/eee/eejocm/v45y2022ics175553452200032x.html
   My bibliography  Save this article

Seen but not considered? Awareness and consideration in choice analysis

Author

Listed:
  • Edenbrandt, Anna Kristina
  • Lagerkvist, Carl-Johan
  • Lüken, Malte
  • Orquin, Jacob L.

Abstract

Consideration set formation (CSF) is a two-stage decision process in which people first select a subset of products to consider and then evaluate and choose from the selected subset of products. CSF models typically use stated consideration or infer it from choice data probabilistically. This study explores CSF by means of eye-tracking and evaluates how measures of visual consideration compare to stated consideration. We develop a model of CSF behavior, where stated and visual consideration are embedded in the specification of the utility function. We propose three different measures of visual consideration and show that one third of respondents (∼34%) use CSF behavior and that stated consideration diverges substantially from visual consideration. Surprisingly, many product types stated as not considered receive more visual attention, not less. Our findings suggest that stated consideration may be in part a measure of preferences rather than of consideration, implying concerns with endogeneity when including stated consideration data in choice models. Accounting for CSF in discrete choice analysis increases our understanding of the decision process, and can target concerns with biased estimates when analyzing data from two-stage decision processes.

Suggested Citation

  • Edenbrandt, Anna Kristina & Lagerkvist, Carl-Johan & Lüken, Malte & Orquin, Jacob L., 2022. "Seen but not considered? Awareness and consideration in choice analysis," Journal of choice modelling, Elsevier, vol. 45(C).
  • Handle: RePEc:eee:eejocm:v:45:y:2022:i:c:s175553452200032x
    DOI: 10.1016/j.jocm.2022.100375
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S175553452200032X
    Download Restriction: Full text for ScienceDirect subscribers only

    File URL: https://libkey.io/10.1016/j.jocm.2022.100375?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Kelvin Balcombe & Iain Fraser & Eugene McSorley, 2015. "Visual Attention and Attribute Attendance in Multi‐Attribute Choice Experiments," Journal of Applied Econometrics, John Wiley & Sons, Ltd., vol. 30(3), pages 447-467, April.
    2. Robert L. Hicks & Ivar E. Strand, 2000. "The Extent of Information: Its Relevance for Random Utility Models," Land Economics, University of Wisconsin Press, vol. 76(3), pages 374-385.
    3. Thuy Truong & Wiktor Adamowicz & Peter C. Boxall, 2018. "Modelling the Effect of Chronic Wasting Disease on Recreational Hunting Site Choice Preferences and Choice Set Formation over Time," Environmental & Resource Economics, Springer;European Association of Environmental and Resource Economists, vol. 70(1), pages 271-295, May.
    4. Ellen J Van Loo & Rodolfo M NaygaJr & Danny Campbell & Han-Seok Seo & Wim Verbeke, 2018. "Using eye tracking to account for attribute non-attendance in choice experiments," European Review of Agricultural Economics, Oxford University Press and the European Agricultural and Applied Economics Publications Foundation, vol. 45(3), pages 333-365.
    5. Mandy Ryan & Nicolas Krucien & Frouke Hermens, 2018. "The eyes have it: Using eye tracking to inform information processing strategies in multi‐attributes choices," Health Economics, John Wiley & Sons, Ltd., vol. 27(4), pages 709-721, April.
    6. Campbell, Danny & Mørkbak, Morten Raun & Olsen, Søren Bøye, 2018. "The link between response time and preference, variance and processing heterogeneity in stated choice experiments," Journal of Environmental Economics and Management, Elsevier, vol. 88(C), pages 18-34.
    7. Calastri, Chiara & Hess, Stephane & Choudhury, Charisma & Daly, Andrew & Gabrielli, Lorenzo, 2019. "Mode choice with latent availability and consideration: Theory and a case study," Transportation Research Part B: Methodological, Elsevier, vol. 123(C), pages 374-385.
    8. Thiene, Mara & Swait, Joffre & Scarpa, Riccardo, 2017. "Choice set formation for outdoor destinations: The role of motivations and preference discrimination in site selection for the management of public expenditures on protected areas," Journal of Environmental Economics and Management, Elsevier, vol. 81(C), pages 152-173.
    9. Fredrik Carlsson & Peter Martinsson, 2008. "How Much is Too Much?," Environmental & Resource Economics, Springer;European Association of Environmental and Resource Economists, vol. 40(2), pages 165-176, June.
    10. Swait, Joffre, 2001. "A non-compensatory choice model incorporating attribute cutoffs," Transportation Research Part B: Methodological, Elsevier, vol. 35(10), pages 903-928, November.
    11. Habib, Khandker Nurul & Morency, Catherine & Trépanier, Martin & Salem, Sarah, 2013. "Application of an independent availability logit model (IAL) for route choice modelling: Considering bridge choice as a key determinant of selected routes for commuting in Montreal," Journal of choice modelling, Elsevier, vol. 9(C), pages 14-26.
    12. Carson, Richard T. & Louviere, Jordan J., 2014. "Statistical properties of consideration sets," Journal of choice modelling, Elsevier, vol. 13(C), pages 37-48.
    13. Sungha Jang & Ashutosh Prasad & Brian Ratchford, 2012. "How consumers use product reviews in the purchase decision process," Marketing Letters, Springer, vol. 23(3), pages 825-838, September.
    14. Li, Lianhua & Adamowicz, Wiktor & Swait, Joffre, 2015. "The effect of choice set misspecification on welfare measures in random utility models," Resource and Energy Economics, Elsevier, vol. 42(C), pages 71-92.
    15. Vincenzina Caputo & Ellen J. Van Loo & Riccardo Scarpa & Rodolfo M. Nayga & Wim Verbeke, 2018. "Comparing Serial, and Choice Task Stated and Inferred Attribute Non†Attendance Methods in Food Choice Experiments," Journal of Agricultural Economics, Wiley Blackwell, vol. 69(1), pages 35-57, February.
    16. Hensher,David A. & Rose,John M. & Greene,William H., 2015. "Applied Choice Analysis," Cambridge Books, Cambridge University Press, number 9781107465923.
    17. Riccardo Scarpa & Raffaele Zanoli & Viola Bruschi & Simona Naspetti, 2013. "Inferred and Stated Attribute Non-attendance in Food Choice Experiments," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 95(1), pages 165-180.
    18. Dudinskaya, Emilia Cubero & Naspetti, Simona & Zanoli, Raffaele, 2020. "Using eye-tracking as an aid to design on-screen choice experiments," Journal of choice modelling, Elsevier, vol. 36(C).
    19. Swait, Joffre & Ben-Akiva, Moshe, 1987. "Empirical test of a constrained choice discrete model: Mode choice in São Paulo, Brazil," Transportation Research Part B: Methodological, Elsevier, vol. 21(2), pages 103-115, April.
    20. Balcombe, Kelvin & Fraser, Iain & Williams, Louis & McSorley, Eugene, 2017. "Examining the relationship between visual attention and stated preferences: A discrete choice experiment using eye-tracking," Journal of Economic Behavior & Organization, Elsevier, vol. 144(C), pages 238-257.
    21. Robert J. Johnston & Kevin J. Boyle & Wiktor (Vic) Adamowicz & Jeff Bennett & Roy Brouwer & Trudy Ann Cameron & W. Michael Hanemann & Nick Hanley & Mandy Ryan & Riccardo Scarpa & Roger Tourangeau & Ch, 2017. "Contemporary Guidance for Stated Preference Studies," Journal of the Association of Environmental and Resource Economists, University of Chicago Press, vol. 4(2), pages 319-405.
    22. Joffre Swait & Tülin Erdem, 2007. "Brand Effects on Choice and Choice Set Formation Under Uncertainty," Marketing Science, INFORMS, vol. 26(5), pages 679-697, 09-10.
    23. Timothy J. Gilbride & Greg M. Allenby, 2004. "A Choice Model with Conjunctive, Disjunctive, and Compensatory Screening Rules," Marketing Science, INFORMS, vol. 23(3), pages 391-406, October.
    24. Hess, Stephane & Hensher, David A. & Daly, Andrew, 2012. "Not bored yet – Revisiting respondent fatigue in stated choice experiments," Transportation Research Part A: Policy and Practice, Elsevier, vol. 46(3), pages 626-644.
    25. Hensher, David A. & Ho, Chinh, 2015. "The role of perceived acceptability of alternatives in identifying and assessing choice set processing strategies in stated choice settings: The case of road pricing reform," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 83(C), pages 225-237.
    26. Jacob L Orquin & Sonja Perkovic & Klaus G Grunert, 2018. "Visual Biases in Decision Making," Applied Economic Perspectives and Policy, John Wiley & Sons, vol. 40(4), pages 523-537, December.
    27. Danny Campbell & Seda Erdem, 2015. "Position Bias in Best-worst Scaling Surveys: A Case Study on Trust in Institutions," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 97(2), pages 526-545.
    28. Daniel Chavez & Marco Palma & Alba Collart, 2018. "Using eye-tracking to model attribute non-attendance in choice experiments," Applied Economics Letters, Taylor & Francis Journals, vol. 25(19), pages 1355-1359, November.
    29. Elisabeth Honka & Ali Hortaçsu & Maria Ana Vitorino, 2017. "Advertising, consumer awareness, and choice: evidence from the U.S. banking industry," RAND Journal of Economics, RAND Corporation, vol. 48(3), pages 611-646, August.
    30. Campbell, Danny & Hensher, David A. & Scarpa, Riccardo, 2014. "Bounding WTP distributions to reflect the ‘actual’ consideration set," Journal of choice modelling, Elsevier, vol. 11(C), pages 4-15.
    31. Capurso, Mauro & Hess, Stephane & Dekker, Thijs, 2019. "Modelling the role of consideration of alternatives in mode choice: An application on the Rome-Milan corridor," Transportation Research Part A: Policy and Practice, Elsevier, vol. 129(C), pages 170-184.
    32. Martínez, Francisco & Aguila, Felipe & Hurtubia, Ricardo, 2009. "The constrained multinomial logit: A semi-compensatory choice model," Transportation Research Part B: Methodological, Elsevier, vol. 43(3), pages 365-377, March.
    33. Hess, Stephane & Palma, David, 2019. "Apollo: A flexible, powerful and customisable freeware package for choice model estimation and application," Journal of choice modelling, Elsevier, vol. 32(C), pages 1-1.
    34. Riccardo Scarpa & Timothy J. Gilbride & Danny Campbell & David A. Hensher, 2009. "Modelling attribute non-attendance in choice experiments for rural landscape valuation," European Review of Agricultural Economics, Oxford University Press and the European Agricultural and Applied Economics Publications Foundation, vol. 36(2), pages 151-174, June.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Bansal, Prateek & Kim, Eui-Jin & Ozdemir, Semra, 2024. "Discrete choice experiments with eye-tracking: How far we have come and ways forward," Journal of choice modelling, Elsevier, vol. 51(C).

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Börger, Tobias & Ngoc, Quach Thi Khanh & Kuhfuss, Laure & Hien, Tang Thi & Hanley, Nick & Campbell, Danny, 2021. "Preferences for coastal and marine conservation in Vietnam: Accounting for differences in individual choice set formation," Ecological Economics, Elsevier, vol. 180(C).
    2. Logar, Ivana & Brouwer, Roy & Campbell, Danny, 2020. "Does attribute order influence attribute-information processing in discrete choice experiments?," Resource and Energy Economics, Elsevier, vol. 60(C).
    3. Contu, Davide & Strazzera, Elisabetta, 2022. "Testing for saliency-led choice behavior in discrete choice modeling: An application in the context of preferences towards nuclear energy in Italy," Journal of choice modelling, Elsevier, vol. 44(C).
    4. Bansal, Prateek & Kim, Eui-Jin & Ozdemir, Semra, 2024. "Discrete choice experiments with eye-tracking: How far we have come and ways forward," Journal of choice modelling, Elsevier, vol. 51(C).
    5. Erlend Dancke Sandorf & Danny Campbell, 2019. "Accommodating satisficing behaviour in stated choice experiments," European Review of Agricultural Economics, Oxford University Press and the European Agricultural and Applied Economics Publications Foundation, vol. 46(1), pages 133-162.
    6. Sandorf, Erlend Dancke & Crastes dit Sourd, Romain & Mahieu, Pierre-Alexandre, 2018. "The effect of attribute-alternative matrix displays on preferences and processing strategies," Journal of choice modelling, Elsevier, vol. 29(C), pages 113-132.
    7. Sandra Notaro & Maria De Salvo & Roberta Raffaelli, 2022. "Estimating Willingness to Pay for Alpine Pastures: A Discrete Choice Experiment Accounting for Attribute Non-Attendance," Sustainability, MDPI, vol. 14(7), pages 1-15, March.
    8. Jourdain, Damien & Lairez, Juliette & Striffler, Bruno & Lundhede, Thomas, 2022. "A choice experiment approach to evaluate maize farmers’ decision-making processes in Lao PDR," Journal of choice modelling, Elsevier, vol. 44(C).
    9. Kassahun, Habtamu Tilahun & Swait, Joffre & Jacobsen, Jette Bredahl, 2021. "Distortions in willingness-to-pay for public goods induced by endemic distrust in institutions," Journal of choice modelling, Elsevier, vol. 39(C).
    10. Damien Jourdain & Juliette Lairez & Bruno Striffler & Thomas Lundhede, 2022. "A choice experiment approach to evaluate maize farmers’ decision-making processes in Lao PDR," Post-Print hal-03737618, HAL.
    11. Ellen J Van Loo & Carola Grebitus & Rodolfo M Nayga & Wim Verbeke & Jutta Roosen, 2018. "On the Measurement of Consumer Preferences and Food Choice Behavior: The Relation Between Visual Attention and Choices," Applied Economic Perspectives and Policy, John Wiley & Sons, vol. 40(4), pages 538-562, December.
    12. Fraser, Iain & Balcombe, Kelvin & Williams, Louis & McSorley, Eugene, 2021. "Preference stability in discrete choice experiments. Some evidence using eye-tracking," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 94(C).
    13. Chavez, Daniel E. & Palma, Marco A. & Nayga Jr., Rodolfo M., 2017. "When does real become consequential in non-hypothetical choice experiments?," 2018 Annual Meeting, February 2-6, 2018, Jacksonville, Florida 266327, Southern Agricultural Economics Association.
    14. Yegoryan, Narine & Guhl, Daniel & Klapper, Daniel, 2018. "Inferring Attribute Non-Attendance Using Eye Tracking in Choice-Based Conjoint Analysis," Rationality and Competition Discussion Paper Series 111, CRC TRR 190 Rationality and Competition.
    15. Kemper, Nathan & Popp, Jennie & Nayga, Jr., Rodolfo M. & Bazzani, Claudia, . "A Query Approach to Modeling Attendance to Attributes in Discrete Choice Experiments," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 49(2).
    16. Bruno Wichmann & Minjie Chen & Wiktor Adamowicz, 2016. "Social Networks and Choice Set Formation in Discrete Choice Models," Econometrics, MDPI, vol. 4(4), pages 1-26, October.
    17. Zhang, Xumin & Khachatryan, Hayk & Gao, Zhifeng, 2020. "Using Mixed Logit Based Models to Control Attribute Nonattendance in Choice Experiments," 2020 Annual Meeting, July 26-28, Kansas City, Missouri 304547, Agricultural and Applied Economics Association.
    18. Genie, Mesfin G. & Ryan, Mandy & Krucien, Nicolas, 2021. "To pay or not to pay? Cost information processing in the valuation of publicly funded healthcare," Social Science & Medicine, Elsevier, vol. 276(C).
    19. Joffre Swait & Fred Feinberg, 2014. "Deciding how to decide: an agenda for multi-stage choice modelling research in marketing," Chapters, in: Stephane Hess & Andrew Daly (ed.), Handbook of Choice Modelling, chapter 26, pages 649-660, Edward Elgar Publishing.
    20. Dudinskaya, Emilia Cubero & Naspetti, Simona & Zanoli, Raffaele, 2020. "Using eye-tracking as an aid to design on-screen choice experiments," Journal of choice modelling, Elsevier, vol. 36(C).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:eejocm:v:45:y:2022:i:c:s175553452200032x. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.journals.elsevier.com/journal-of-choice-modelling .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.