IDEAS home Printed from https://ideas.repec.org/p/ags/aare19/285050.html
   My bibliography  Save this paper

Preference Reversals in Discrete Choice Experiments. Inattention or Preference Uncertainty? Some Evidence Using Eyetracking

Author

Listed:
  • Balcombe, Kelvin
  • Fraser, Iain
  • Williams, Louis
  • McSorley, Eugene

Abstract

We investigate the relationship between visual attention and attendence with the rate of "preference reversals" in a discrete choice experiment (DCE) that employed eyetracking. We nd that visual attention and attendance, counter to our initial expectations, is positively related to the rate of preference reversal. Our results indicate that moderately low levels of visual attention should not be used as a way of identifying individuals with low levels of engagement, nor should preference reversals necessarily be assumed to indicate low levels of participant engagement. We nd that those reversing preferences do not substantively di¤er from the rest of the population in terms of their underlying preferences. Rather, these respondents spend longer looking at tasks that are similar in terms of utility, so more complex, and as a result these respondents are more uncertain of the choice to make.

Suggested Citation

  • Balcombe, Kelvin & Fraser, Iain & Williams, Louis & McSorley, Eugene, 2019. "Preference Reversals in Discrete Choice Experiments. Inattention or Preference Uncertainty? Some Evidence Using Eyetracking," 2019 Conference (63rd), February 12-15, 2019, Melbourne, Australia 285050, Australian Agricultural and Resource Economics Society (AARES).
    • Handle: RePEc:ags:aare19:285050
    DOI: 10.22004/ag.econ.285050
    as

    Download full text from publisher

    File URL: https://ageconsearch.umn.edu/record/285050/files/38%20-%20Preference%20Reversals%20in%20Discrete%20Choice%20Experiments.pdf
    Download Restriction: no
    File URL: https://libkey.io/10.22004/ag.econ.285050?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
    ---><---

    Citations

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


    Cited by:

    1. Herrington, Caitlin L. & Ortega, David L. & Maredia, Mywish K. & Reyes, Byron A., 2023. "Does Bid Quantity Matter? Comparing Farmer Willingness-to-Pay for Specified vs Open-Ended Quantities of Biofortified Bean and Maize Seed in a Non-hypothetical Field Experiment," 2023 Annual Meeting, July 23-25, Washington D.C. 335919, Agricultural and Applied Economics Association.

    More about this item

    Keywords

    Research and Development/Tech Change/Emerging Technologies;

    NEP fields

    This paper has been announced in the following NEP Reports:

    Statistics

    Access and download statistics

    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:ags:aare19:285050. 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.

    We have no bibliographic references for this item. You can help adding them by using 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: AgEcon Search (email available below). General contact details of provider: https://edirc.repec.org/data/aaresea.html .

    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.