On the use of honesty priming tasks to mitigate hypothetical bias in choice experiments

Tiziana De-Magistris; Azucena Gracia; Rodolfo M. Nayga

doi:10.1093/ajae/aat052

On the use of honesty priming tasks to mitigate hypothetical bias in choice experiments

Tiziana De-Magistris
, Azucena Gracia
, Rodolfo M. Nayga

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

116 Citations (Scopus)

Abstract

We test whether the use of an honesty priming task can help mitigate hypothetical bias in stated preference choice experiments (CE). Using a between-sample design, we conducted hypothetical and non-hypothetical choice experiments with seven treatments. Our results suggest that marginal willingness to pay estimates from hypothetical CE with an honesty priming task are not significantly different from marginal valuations from non-hypothetical CE. Values from both of these treatments are lower than those from three other hypothetical treatments, while values from the three non-hypothetical treatments are not significantly different from each other.

Original language	English
Pages (from-to)	1136-1154
Number of pages	19
Journal	American Journal of Agricultural Economics
Volume	95
Issue number	5
DOIs	https://doi.org/10.1093/ajae/aat052
Publication status	Published - 2013 Oct

Bibliographical note

Funding Information:
Tiziana de Magistris is a Marie Curie Fellow and research economist, and Azucena Gracia is a senior sesearch economist at the Unidad de Economía Agroalimentaria y de los Recursos Nat-urales, Centro de Investigación y Tecnología Agroalimentaria de Aragón (CITA), Gobierno de Aragón, Zaragoza (Spain). Rodolfo M. Nayga, Jr. is a professor and holds the Tyson Endowed Chair at the Department ofAgricultural Economics andAgribusiness,Division ofAgriculture,University ofArkansas,Fayetteville,AR,and is also an adjunct professor at the Department of Food and Resource Economics, Korea University. The study has been funded by the European Union Marie Curie Project FOODLABELS_PIOF-GA-2009-253323 entitled “Do consumers value food labels? An assessment of the impact of information and personality traits on the demand for food labels.”The authors would like to thank Brian Roe, Riccardo Scarpa, Kiyokazu Ujiie, and the anonymous journal reviewers for their helpful suggestions. Any remaining errors are the responsibility of the authors.

Keywords

Honesty priming
Hypothetical bias
Willingness to pay

ASJC Scopus subject areas

Agricultural and Biological Sciences (miscellaneous)
Economics and Econometrics

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10.1093/ajae/aat052

Cite this

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title = "On the use of honesty priming tasks to mitigate hypothetical bias in choice experiments",

abstract = "We test whether the use of an honesty priming task can help mitigate hypothetical bias in stated preference choice experiments (CE). Using a between-sample design, we conducted hypothetical and non-hypothetical choice experiments with seven treatments. Our results suggest that marginal willingness to pay estimates from hypothetical CE with an honesty priming task are not significantly different from marginal valuations from non-hypothetical CE. Values from both of these treatments are lower than those from three other hypothetical treatments, while values from the three non-hypothetical treatments are not significantly different from each other.",

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author = "Tiziana De-Magistris and Azucena Gracia and Nayga, \{Rodolfo M.\}",

note = "Funding Information: Tiziana de Magistris is a Marie Curie Fellow and research economist, and Azucena Gracia is a senior sesearch economist at the Unidad de Econom{\'i}a Agroalimentaria y de los Recursos Nat-urales, Centro de Investigaci{\'o}n y Tecnolog{\'i}a Agroalimentaria de Arag{\'o}n (CITA), Gobierno de Arag{\'o}n, Zaragoza (Spain). Rodolfo M. Nayga, Jr. is a professor and holds the Tyson Endowed Chair at the Department ofAgricultural Economics andAgribusiness,Division ofAgriculture,University ofArkansas,Fayetteville,AR,and is also an adjunct professor at the Department of Food and Resource Economics, Korea University. The study has been funded by the European Union Marie Curie Project FOODLABELS\_PIOF-GA-2009-253323 entitled “Do consumers value food labels? An assessment of the impact of information and personality traits on the demand for food labels.”The authors would like to thank Brian Roe, Riccardo Scarpa, Kiyokazu Ujiie, and the anonymous journal reviewers for their helpful suggestions. Any remaining errors are the responsibility of the authors.",

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N2 - We test whether the use of an honesty priming task can help mitigate hypothetical bias in stated preference choice experiments (CE). Using a between-sample design, we conducted hypothetical and non-hypothetical choice experiments with seven treatments. Our results suggest that marginal willingness to pay estimates from hypothetical CE with an honesty priming task are not significantly different from marginal valuations from non-hypothetical CE. Values from both of these treatments are lower than those from three other hypothetical treatments, while values from the three non-hypothetical treatments are not significantly different from each other.

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On the use of honesty priming tasks to mitigate hypothetical bias in choice experiments

Abstract

Bibliographical note

Keywords

ASJC Scopus subject areas

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