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Impact of Ex-Ante Hypothetical Bias Mitigation Methods on Attribute Non-Attendance in Choice Experiments


  • Muhammad Bello
  • Awudu Abdulai


In this article, we use survey data from Nigeria on consumers' preferences for organic products to investigate the impact of ex-ante hypothetical bias mitigation methods (Cheap Talk and Honesty Priming) on respondents' attribute non-attendance. We employ a framework that allows us to jointly examine the response to the stated choice component and the response to the attribute processing questions, while avoiding the potential endogeneity bias and measurement error problems arising from some attribute non-attendance methods. Our results show that the incidence of attribute non-attendance varies across the treatments in general, with significant difference in attribute non-attendance rates between respondents exposed to the mitigation strategies (Honesty Priming and Cheap Talk) and the baseline group. We also find that the low willingness to pay values for the honesty priming task appear to correspond with the lowest attribute non-attendance rates reported for all the attributes (especially price) and might reflect a more realistic valuation of the attributes.

Suggested Citation

  • Muhammad Bello & Awudu Abdulai, 2016. "Impact of Ex-Ante Hypothetical Bias Mitigation Methods on Attribute Non-Attendance in Choice Experiments," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 98(5), pages 1486-1506.
  • Handle: RePEc:oup:ajagec:v:98:y:2016:i:5:p:1486-1506.

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    Cited by:

    1. Chavez, Daniel E. & Palma, Marco A. & Nayga, Rodolfo M. & Mjelde, James W., 2020. "Product availability in discrete choice experiments with private goods," Journal of choice modelling, Elsevier, vol. 36(C).
    2. Daniel E. Chavez & Marco A. Palma & Rodolfo M. Nayga Jr., "undated". "When Does Real Become Consequential in Non-hypothetical Choice Experiments?," Working Papers 20190306-001, Texas A&M University, Department of Economics.
    3. Ding, Zhao & Jiang, Yuansheng, 2020. "Experience, learning behavior, and rural households’ preferences for microfinance," 2020 Annual Meeting, July 26-28, Kansas City, Missouri 304308, Agricultural and Applied Economics Association.
    4. Kassie, Girma T. & Zeleke, Fresenbet & Birhanu, Mulugeta Y. & Scarpa, Riccardo, 2020. "Reminder Nudge, Attribute Nonattendance, and Willingness to Pay in a Discrete Choice Experiment," 2020 Annual Meeting, July 26-28, Kansas City, Missouri 304208, Agricultural and Applied Economics Association.
    5. Lew, Daniel K., 2018. "Discounting future payments in stated preference choice experiments," Resource and Energy Economics, Elsevier, vol. 54(C), pages 150-164.
    6. D. Fang & R. M. Nayga & H. A. Snell & G. H. West & C. Bazzani, 2019. "Evaluating USA’s New Nutrition and Supplement Facts Label: Evidence from a Non-hypothetical Choice Experiment," Journal of Consumer Policy, Springer, vol. 42(4), pages 545-562, December.
    7. Yangui, A. & Akaichi, F. & Gil, J.M., 2018. "Investigating attribute non-attendance effects in conjoint analysis methods performance: Choice experiment, ranking conjoint analysis and best worst scaling," 2018 Conference, July 28-August 2, 2018, Vancouver, British Columbia 275989, International Association of Agricultural Economists.
    8. Shijiu Yin & Shanshan Lv & Yusheng Chen & Linhai Wu & Mo Chen & Jiang Yan, 2018. "Consumer preference for infant milk‐based formula with select food safety information attributes: Evidence from a choice experiment in China," Canadian Journal of Agricultural Economics/Revue canadienne d'agroeconomie, Canadian Agricultural Economics Society/Societe canadienne d'agroeconomie, vol. 66(4), pages 557-569, December.
    9. 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).
    10. Kemper, Nathan & Nayga, Rodolfo M. Jr. & Popp, Jennie & Bazzani, Claudia, 2016. "The Effects of Honesty Oath and Consequentiality in Choice Experiments," 2016 Annual Meeting, July 31-August 2, Boston, Massachusetts 235381, Agricultural and Applied Economics Association.
    11. Muhammad Bello & Awudu Abdulai, 2018. "The use of a hybrid latent class approach to identify consumer segments and market potential for organic products in Nigeria," Agribusiness, John Wiley & Sons, Ltd., vol. 34(2), pages 190-203, March.
    12. Wuepper, David & Clemm, Alexandra & Wree, Philipp, 2019. "The preference for sustainable coffee and a new approach for dealing with hypothetical bias," Journal of Economic Behavior & Organization, Elsevier, vol. 158(C), pages 475-486.
    13. Ortega, David L. & Ward, Patrick S. & Caputo, Vincenzina, 2019. "Evaluating producer preferences and information processing strategies for drought risk management tools in Bangladesh," World Development Perspectives, Elsevier, vol. 15(C), pages 1-1.


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