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Visual Attention and Attribute Attendance in Multi‐Attribute Choice Experiments

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  • Kelvin Balcombe
  • Iain Fraser
  • Eugene McSorley

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.
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Suggested Citation

  • 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.
    • Handle: RePEc:wly:japmet:v:30:y:2015:i:3:p:447-467
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    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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