Abstract
Employing a sample of US residents, a new WTP (willingness-to-pay) data collection method using component discrete choice experiments is proposed and compared to the traditional method. The WTP experiments elicit consumer's WTP for potentially animal welfare improving production practices and product attributes in yogurt. The new data collection method was designed to decrease complexity by having respondents participate in fewer choice scenarios. Incidences of attribute non-attendance (ANA), a potential simplifying heuristic, occurred less frequently for all but one attribute in the new WTP data collection method. Exhibiting ANA for any attribute was negatively correlated with the time for completion.
Keywords
Data quality; Food preferences; Willingness to pay; Attribute non attendance; Yogurt
Date of this Version
10-27-2020
Recommended Citation
Bir, Courtney; Delgado, Michael S.; and Widmar, Nicole Olynk, "Presenting smaller ‘component designs’ in place of large discrete choice experiment" (2020). Department of Agricultural Economics Faculty Publications. Paper 26.
https://docs.lib.purdue.edu/agedocs/26
Comments
This is the publisher PDF of Bir, C; Delgado, MS; and Widmar, NO. (2020) "Presenting smaller ‘component designs’ in place of large discrete choice experiment." Journal of Agriculture and Food Research, 2. Published CC-BY by Elsevier, the version of record and ADA Title II compliant version is available in HTML at DOI: 10.1016/j.jafr.2020.100083.