Assessing the impact of opt-out definitions in choice experiments: a case study on food safety
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Assessing the impact of opt-out definitions in choice experiments : a case study on food safety. / Olsen, Søren Bøye; Campbell, Danny; Mørkbak, Morten Raun.
2012. Paper præsenteret ved European Association of Environmental and Resource Economists, Prague, Tjekkiet.Publikation: Konferencebidrag › Paper › Forskning
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TY - CONF
T1 - Assessing the impact of opt-out definitions in choice experiments
T2 - European Association of Environmental and Resource Economists
AU - Olsen, Søren Bøye
AU - Campbell, Danny
AU - Mørkbak, Morten Raun
N1 - Conference code: 19
PY - 2012
Y1 - 2012
N2 - In the current study, we explore the potential impact of using different opt-out definitions in a case study concerning consumer preferences for quality and food safety attributes in chicken fillets. Specifically, we focus on the impact on opt-out effects. Using three different opt-out definitions in split samples we find a significant impact on the deterministic part of the opt-out effect whereas we find no impact on the stochastic part of the opt-out effect. Furthermore, to test for respondents' potential use of a simplifying heuristic in terms of resorting to the opt-out when choice tasks are difficult, we incorporate the utility balance between the experimentally designed alternatives in the likelihood function. We find that increased utility balance increases the opt-out effect in terms of increased likelihood of a opt-out choice when choices are difficult. Interestingly, we find that this heuristic has a larger impact when the opt-out is defined as respondents own typical (perceived) purchase than when defined as a none-of-these or a provided hypothetical alternative. We consequently stress the importance for researchers to be aware of these possible implications related to the definition of opt-out alternatives in choice experiments.
AB - In the current study, we explore the potential impact of using different opt-out definitions in a case study concerning consumer preferences for quality and food safety attributes in chicken fillets. Specifically, we focus on the impact on opt-out effects. Using three different opt-out definitions in split samples we find a significant impact on the deterministic part of the opt-out effect whereas we find no impact on the stochastic part of the opt-out effect. Furthermore, to test for respondents' potential use of a simplifying heuristic in terms of resorting to the opt-out when choice tasks are difficult, we incorporate the utility balance between the experimentally designed alternatives in the likelihood function. We find that increased utility balance increases the opt-out effect in terms of increased likelihood of a opt-out choice when choices are difficult. Interestingly, we find that this heuristic has a larger impact when the opt-out is defined as respondents own typical (perceived) purchase than when defined as a none-of-these or a provided hypothetical alternative. We consequently stress the importance for researchers to be aware of these possible implications related to the definition of opt-out alternatives in choice experiments.
M3 - Paper
Y2 - 27 June 2012 through 30 June 2012
ER -
ID: 47933516