Visual Attention and Attribute Attendance in Multi-Attribute Choice Experiments

Balcombe, Kelvin and Fraser, Iain M and McSorely, Eugene (2015) Visual Attention and Attribute Attendance in Multi-Attribute Choice Experiments. Journal of Applied Econometrics, 30 (3). pp. 447-467. ISSN 0883-7252. E-ISSN 1099-1255. (doi:https://doi.org/10.1002/jae.2383) (The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided)

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Official URL
http://dx.doi.org/10.1002/jae.2383

Abstract

Decision strategies in multi-attribute choice experiments are investigated using eye-tracking. The visual attention towards, and attendance of, attributes 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 minority of respondents. Most respondents visually attend most attributes most of the time. We find 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.

Item Type: Article
Uncontrolled keywords: Eye tracking, discrete choice experiments
Subjects: H Social Sciences > HC Economic History and Conditions
Divisions: Faculties > Social Sciences > School of Economics
Depositing User: Iain Fraser
Date Deposited: 04 Feb 2016 10:12 UTC
Last Modified: 05 Feb 2016 09:33 UTC
Resource URI: https://kar.kent.ac.uk/id/eprint/54002 (The current URI for this page, for reference purposes)
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