Information and visual attention in contingent valuation and choice modeling: field and eye-tracking experiments applied to reforestations in Spain

descriptionPublicationkeyboard_double_arrow_right Article 01 Dec 2015 Spain English Publisher:EmeraldJournal:Journal of Forest Economics, volume 21, pages 185-204 (issn: 1104-6899,

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Authors: Oviedo Pro, José Luis; Caparrós Gass, Alejandro;

doi: 10.1016/j.jfe.2015.09.002

handle: 10261/187835

Information and visual attention in contingent valuation and choice modeling: field and eye-tracking experiments applied to reforestations in Spain

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Abstract

We test convergent validity of contingent valuation and choice modeling with field and eye-tracker data in an application for stone pine reforestations. Field results yield significantly different structural models and higher willingness to pay values in choice modeling. Eye-tracker results show that respondents devote relatively more time to attributes and the bid in choice modeling and that there are no significant differences in the total time used to answer. Divergences remain for modified formats that minimize visual and cognitive differences between methods. Using an attribute-stimulus format in contingent valuation or including dominant alternatives in choice modeling does not change results.

We gratefully acknowledge funding from INIA (Project CPE03-001-C5), projects DYNOPAGROF (SEJ2005-05085/ECON) and UTPCC (ECO2009-10267) from the I + D National Plan of the Ministry of Science and Innovation, and the Intramural Grant 200910I130 of CSIC.

Peer reviewed

Country

Spain

Related Organizations

Spanish National Research Council
Spain

Keywords

Information processing, Stone pine, Stated preferences, Elicitation formats, Visual attention

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