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Examining the Relationship Between Visual Attention and Stated Preferences: A Discrete Choice Experiment Using Eye-Tracking

Balcombe, Kelvin, Fraser, Iain M, Williams, Louis, McSorley, Eugene (2017) Examining the Relationship Between Visual Attention and Stated Preferences: A Discrete Choice Experiment Using Eye-Tracking. Journal of Economic Behavior and Organization, 144 . pp. 238-257. ISSN 0167-2681. (doi:10.1016/j.jebo.2017.09.023)

Abstract

We examine the relationship between visual attention and stated preferences derived from a discrete choice experiment. Focussing on consumer preferences regarding country of origin food labels, we employ a Bayesian in.nite mixture Logit to derive results that reveal patterns of respondent heterogeneity that would not be captured assuming that random parameters take a speci.c distributional form. Our results reveal weak relationships between the eye-tracking data, our stated preference results and various attribute use questions. Although respondents with higher levels of visual attendance value speci.c attributes more highly, the strength of the relationship is fairly weak. Therefore, whilst we maintain that eye-tracking is useful, we argue that there needs to be greater clarity about the aims and purpose of using eye-tracking in stated preference research.

Item Type: Article
DOI/Identification number: 10.1016/j.jebo.2017.09.023
Uncontrolled keywords: Discrete Choice Experiment, Eye-Tracking, Bayesian in.nite-mixtures Logit JEL: D83, Q18, C99
Subjects: H Social Sciences
Divisions: Faculties > Social Sciences > School of Economics
Depositing User: Iain Fraser
Date Deposited: 03 Oct 2017 15:39 UTC
Last Modified: 01 Aug 2019 10:42 UTC
Resource URI: https://kar.kent.ac.uk/id/eprint/63719 (The current URI for this page, for reference purposes)
Fraser, Iain M: https://orcid.org/0000-0002-4689-6020
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