Unraveling the Choice Format Effect: A Context-Dependent Random Utility Model
A few recent studies report that preferences elicited from a two-alternative choice format are different from those elicited from a three-alternative choice format, when both choice set designs contain a status quo option. We hypothesize that the choice format effect might disappear when we estimate a random utility model (RUM) that allows for context-dependent preferences. Based on the estimated context-dependent RUM, we find that the choice format effect is likely the result of two offsetting effects: a task complexity effect that increases the probability of choosing the status quo option, and a preference matching effect, which decreases the probability.
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- Swait, Joffre & Adamowicz, Wiktor L., 1999.
"Choice Environment, Market Complexity and Consumer Behavior: A Theoretical and Empirical Approach for Incorporating Decision Complexity into Models of Consumer Choice,"
Staff Paper Series
24093, University of Alberta, Department of Resource Economics and Environmental Sociology.
- Swait, Joffre & Adamowicz, Wiktor, 2001. "Choice Environment, Market Complexity, and Consumer Behavior: A Theoretical and Empirical Approach for Incorporating Decision Complexity into Models of Consumer Choice," Organizational Behavior and Human Decision Processes, Elsevier, vol. 86(2), pages 141-167, November.
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- Dmitriy Volinskiy & Wiktor L. Adamowicz & Michele Veeman & Lorie Srivastava, 2009. "Does Choice Context Affect the Results from Incentive-Compatible Experiments? The Case of Non-GM and Country-of-Origin Premia in Canola Oil," Canadian Journal of Agricultural Economics/Revue canadienne d'agroeconomie, Canadian Agricultural Economics Society/Societe canadienne d'agroeconomie, vol. 57(2), pages 205-221, 06.
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