Comparing Serial, and Choice Task Stated and Inferred Attribute Non-Attendance Methods in Food Choice Experiments

Vincenzina Caputo; Ellen J. Van Loo; Riccardo Scarpa; Rodolfo M. Nayga; Wim Verbeke

doi:10.1111/1477-9552.12246

Comparing Serial, and Choice Task Stated and Inferred Attribute Non-Attendance Methods in Food Choice Experiments

Vincenzina Caputo, Ellen J. Van Loo, Riccardo Scarpa, Rodolfo M. Nayga, Wim Verbeke

Research output: Contribution to journal › Article › peer-review

68 Citations (Scopus)

Abstract

A number of choice experiment (CE) studies have shown that survey respondents employ heuristics such as attribute non-attendance (ANA) while evaluating food products. This paper addresses a set of related methodological questions using empirical consumer data from a CE on poultry meat with sustainability labels. First, it assesses whether there are differences in terms of marginal willingness to pay estimates between the two most common ways of collecting stated ANA (serial and choice task level). Second, it validates the self-reported ANA behaviour across both approaches. Third, it explores the concordance of stated methods with that of the inferred method. Results show that WTP estimates from serial-level data differ from those from choice task-level data. Also, self-reported measures on choice task ANA are found to be more congruent with model estimates than those for serial ANA, as well as with inferred ANA.

Original language	English
Pages (from-to)	35-57
Number of pages	23
Journal	Journal of Agricultural Economics
Volume	69
Issue number	1
DOIs	https://doi.org/10.1111/1477-9552.12246
Publication status	Published - 2018 Feb 1

Bibliographical note

Funding Information:
1Vincenzina Caputo is at the Department of Agricultural, Food and Resource Economics, Michigan State University, MI, USA. E-mail: [email protected] for correspondence. Ellen J. Van Loo and Wim Verbeke are at the Department of Agricultural Economics, Ghent University, Belgium. Riccardo Scarpa is in the Business School, University of Durham, UK, Department of Business Administration, University of Verona, Italy, and Waikato Management School, University of Waikato, New Zealand. Rodolfo M. Nayga, Jr. is at the Department of Agricultural Economics and Agribusiness, University of Arkansas, USA. The authors would like to thank the Editor, David Harvey, and two anonymous journal referees for their helpful and comprehensive comments and suggestions. This work was partially supported by the USDA National Institute of Food and Agriculture, Hatch project 1013332.

Publisher Copyright:
© 2017 The Agricultural Economics Society

Keywords

Attribute non-attendance
choice experiments
choice task stated attribute non-attendance
inferred attribute non-attendance
serial stated attribute non-attendance
sustainable food labels

ASJC Scopus subject areas

Agricultural and Biological Sciences (miscellaneous)
Economics and Econometrics

Access to Document

10.1111/1477-9552.12246

Cite this

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title = "Comparing Serial, and Choice Task Stated and Inferred Attribute Non-Attendance Methods in Food Choice Experiments",

abstract = "A number of choice experiment (CE) studies have shown that survey respondents employ heuristics such as attribute non-attendance (ANA) while evaluating food products. This paper addresses a set of related methodological questions using empirical consumer data from a CE on poultry meat with sustainability labels. First, it assesses whether there are differences in terms of marginal willingness to pay estimates between the two most common ways of collecting stated ANA (serial and choice task level). Second, it validates the self-reported ANA behaviour across both approaches. Third, it explores the concordance of stated methods with that of the inferred method. Results show that WTP estimates from serial-level data differ from those from choice task-level data. Also, self-reported measures on choice task ANA are found to be more congruent with model estimates than those for serial ANA, as well as with inferred ANA.",

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N2 - A number of choice experiment (CE) studies have shown that survey respondents employ heuristics such as attribute non-attendance (ANA) while evaluating food products. This paper addresses a set of related methodological questions using empirical consumer data from a CE on poultry meat with sustainability labels. First, it assesses whether there are differences in terms of marginal willingness to pay estimates between the two most common ways of collecting stated ANA (serial and choice task level). Second, it validates the self-reported ANA behaviour across both approaches. Third, it explores the concordance of stated methods with that of the inferred method. Results show that WTP estimates from serial-level data differ from those from choice task-level data. Also, self-reported measures on choice task ANA are found to be more congruent with model estimates than those for serial ANA, as well as with inferred ANA.

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Comparing Serial, and Choice Task Stated and Inferred Attribute Non-Attendance Methods in Food Choice Experiments

Abstract

Bibliographical note

Keywords

ASJC Scopus subject areas

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