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http://hdl.handle.net/1893/26213| Appears in Collections: | Economics Journal Articles |
| Peer Review Status: | Refereed |
| Title: | Using eye tracking to account for attribute non-attendance in choice experiments |
| Author(s): | Van Loo, Ellen Nayga, Rodolfo Campbell, Danny Seo, Han-Seok Verbeke, Wim |
| Contact Email: | danny.campbell@stir.ac.uk |
| Keywords: | Decision-making Eye-tracking Sustainability labelling Visual attention Visual attribute non-attendance |
| Issue Date: | 31-Jul-2018 |
| Date Deposited: | 28-Nov-2017 |
| Citation: | Van Loo E, Nayga R, Campbell D, Seo H & Verbeke W (2018) Using eye tracking to account for attribute non-attendance in choice experiments. European Review of Agricultural Economics, 45 (3), pp. 333-365. https://doi.org/10.1093/erae/jbx035 |
| Abstract: | This study uses eye-tracking measures to account for attribute non-attendance (ANA) in choice experiments. Using the case of sustainability labelling on coffee, we demonstrate various approaches to account for ANA based on number of fixation count cut-offs, definitions for detecting ignored attributes, and methods for modelling ANA. Some of the sustainability attributes identified through eye-tracking measures as being ‘visually ignored’ were truly ignored while in none of the tested approaches price was truly ignored. The adequacy of eye-tracking as a visual ANA measure might thus depend on the attribute. Further, there are inconsistencies in identifying non-attenders using visual ANA and the coefficient of variation. Based on our results, we cannot conclude that eye-tracking always adequately identifies ANA. However, we identified several major challenges that can assist in further optimizing the use of eye-tracking in the context of ANA. |
| DOI Link: | 10.1093/erae/jbx035 |
| Rights: | This item has been embargoed for a period. During the embargo please use the Request a Copy feature at the foot of the Repository record to request a copy directly from the author. You can only request a copy if you wish to use this work for your own research or private study. This is a pre-copyedited, author-produced PDF of an article accepted for publication in European Review of Agricultural Economics following peer review. The version of record Ellen J Van Loo, Rodolfo M Nayga, Danny Campbell, Han-Seok Seo, Wim Verbeke; Using eye tracking to account for attribute non-attendance in choice experiments, European Review of Agricultural Economics, is available online at: https://doi.org/10.1093/erae/jbx035 |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| ERAE2017.pdf | Fulltext - Accepted Version | 808.79 kB | Adobe PDF | View/Open |
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