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Would a simple attention-reminder in discrete choice experiments affect heuristics, preferences, and willingness to pay for livestock market facilities?

Kassie, Girma T.; Zeleke, Fresenbet; Birhanu, Mulugeta Yitayih; Scarpa, Riccardo

Would a simple attention-reminder in discrete choice experiments affect heuristics, preferences, and willingness to pay for livestock market facilities? Thumbnail


Authors

Girma T. Kassie

Fresenbet Zeleke

Mulugeta Yitayih Birhanu



Abstract

This study addresses the question whether an ‘attention reminder’ in discrete choice experiments (DCE) affects preferences, willingness to pay (WTP), and attribute non-attendance (ANA). We report on an experiment which elicited preferences for livestock market facilities from 960 randomly selected farm households in Ethiopia. Basic diagnostic comparisons of the estimations showed that taste parameters are significantly different and the WTP values of two (out of eight) facilities are different between before and after the reminder. Latent class model based ANA analysis revealed that the reminder has increased fully compensatory choice behavior [full attention] among sample respondents. The mixed logit models estimated in WTP space also showed that the WTP values are slightly smaller for most of the facilities after the reminder. In terms of relative importance, veterinary clinic, fenced shed, and watering trough facilities are the three livestock market facilities valued most by the farm households both before and after the reminder. Our results imply that researchers studying behaviors of rural communities in developing countries using DCEs might be able to address issues related to heuristics if they reminded respondents of the need to pay attention to all elements in the experiment unless understanding the choice decision making process itself is the point of interest. Empirically, livestock market development initiatives need to take into account farmers’ clear and consistent prioritization of the market facilities.

Citation

Kassie, G. T., Zeleke, F., Birhanu, M. Y., & Scarpa, R. (2022). Would a simple attention-reminder in discrete choice experiments affect heuristics, preferences, and willingness to pay for livestock market facilities?. PLoS ONE, 17(7), Article e0270917. https://doi.org/10.1371/journal.pone.0270917

Journal Article Type Article
Acceptance Date Jul 1, 2022
Online Publication Date Jul 8, 2022
Publication Date 2022
Deposit Date Jul 11, 2022
Publicly Available Date Jul 27, 2022
Journal PLoS ONE
Publisher Public Library of Science
Peer Reviewed Peer Reviewed
Volume 17
Issue 7
Article Number e0270917
DOI https://doi.org/10.1371/journal.pone.0270917
Public URL https://durham-repository.worktribe.com/output/1201491

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Publisher Licence URL
http://creativecommons.org/licenses/by/4.0/

Copyright Statement
© 2022 Kassie et al. This is an open
access article distributed under the terms of the
Creative Commons Attribution License, which
permits unrestricted use, distribution, and
reproduction in any medium, provided the original
author and source are credited.







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