Tracking position premiums in discrete choice experiments

ABSTRACT

Eye-tracking was used to identify potential location ‘premiums’ in discrete choice experiments for certain positions in the computer screen in terms of increasing the visibility, general interest and attention of respondents. The search dynamics to choose the optimal alternative closely resembled the natural process of reading in a ‘Z’ motion going from left to right and top to bottom. An empirical application of water conservation showed that conservation practices in the production process were not statistically different than zero. On the other hand, respondents are interested in water conservation practices in their landscapes where they benefit directly from the sustainable practice.

KEYWORDS:

• Eye-tracking
• mixlogit
• water conservation practices
• willingness-to-pay

JEL CLASSIFICATION:

• D00
• Q25

Disclosure statement

No potential conflict of interest was reported by the authors.

Additional information

Funding

This work was supported by the Horticultural Research Institute.