Testing the consistency of preferences in discrete choice experiments: an eye tracking study
通过眼动追踪实验，检验了被试在重复离散选择中偏好的稳定性，发现改变选项位置后选择一致性为69%，恢复原位置后为67%，且视觉注意力也保持稳定。
Abstract A within-subjects experiment with eye tracking was implemented to test the consistency of preferences over three repeated choice experiments. The empirical results indicate that after changing the position of the same alternatives in the choice set, participants were consistent with their choices 69 per cent of the time. Moreover, after reverting back to the identical original positions of the alternatives but randomising the order of the choice sets, individuals’ choices were consistent 67 per cent of the time. Eye tracking data revealed that subjects’ visual attention towards the product attributes was also consistent over the sequence of choices. The robustness of these results was further demonstrated by using random parameters models with flexible mixing distributions to calculate willingness-to-pay for the product attributes and compare its consistency across choice experiments.