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Preference stability in discrete choice experiments. Some evidence using eye-tracking

Fraser, I., Balcombe, K., Williams, L. and McSorley, E. (2021) Preference stability in discrete choice experiments. Some evidence using eye-tracking. Journal of Behavioral and Experimental Economics, 94. 101753. ISSN 2214-8043

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To link to this item DOI: 10.1016/j.socec.2021.101753


We investigate the relationship between the extent of visual attention and preference stability in a discrete choice experiment using eye-tracking to investigate country of origin information for meat in the UK. By preference stability, we mean the extent to which choice task responses differ for an identical set of tasks for an individual. Our results reveal that the degree of visual attention, counter to our initial expectations, is positively related to the degree of preference instability. This means that preference instability does not necessarily indicate low levels of respondent engagement. We also find that those respondents' exhibiting preference instability do not substantively differ from the rest of the sample in terms of their underlying preferences. Rather, these respondents spend longer looking at tasks that are similar in terms of utility, suggesting these respondents find these choices more difficult.

Item Type:Article
Divisions:Life Sciences > School of Agriculture, Policy and Development > Economic and Social Sciences Division > Food Economics and Marketing (FEM)
ID Code:99621

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