Visual Attention and Attribute Attendance in Multi‐Attribute Choice Experiments
利用眼动追踪技术研究多属性选择实验中的决策策略，发现受访者声称的属性关注与实际视觉关注存在显著差异，但两者在模型估计中均为非重叠的有效信息源。
Summary Decision strategies in multi‐attribute choice experiments are investigated using eye‐tracking. The visual attention towards, and attendance of, attributes is examined. Stated attendance is found to diverge substantively from visual attendance of attributes. However, stated and visual attendance are shown to be informative, non‐overlapping sources of information about respondent utility functions when incorporated into model estimation. Eye‐tracking also reveals systematic nonattendance of attributes only by a minority of respondents. Most respondents visually attend most attributes most of the time. We find no compelling evidence that the level of attention is related to respondent certainty, or that higher or lower value attributes receive more or less attention. Copyright © 2014 John Wiley & Sons, Ltd.