Testing the Effect of a Short Cheap Talk Script in Choice Experiments
Testing the Effect of a Short Cheap Talk Script in Choice Experiments
复制标题
在选择实验中测试简短的廉价谈话脚本的效果
DOI：
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发表时间：
2010
期刊：
影响因子：
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通讯作者：
Ole Bonnichsen
中科院分区：
文献类型：
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作者：
J. Ladenburg;J. Dahlgaard;Ole Bonnichsen
陈述偏好法的应用基于这样一个假设，即被调查者的行为是理性的，他们在假设市场上对非市场商品的需求等于他们的真实的需求。以前的研究表明，情况并非如此，这种差距被称为假设偏差。本文件试图框架的描述，假设的市场，以诱导更多的“真正的市场行为”的受访者，包括一个简短的廉价谈话脚本。该脚本告诉受访者，在使用陈述偏好方法的类似研究中，人们倾向于高估他们愿意支付的金额，而不是他们实际（真实）的支付意愿。应用两个分裂样本的方法，选择实验研究的重点是减少海上风电场的视觉不适的偏好，廉价的谈话脚本被发现是一个偏好移动，但并不影响偏好显着。显着的影响时，发现有关的廉价谈话脚本的替代品的成本水平的影响，在女性受访者被发现选择成本较高的替代品不太频繁时，提出廉价谈话脚本，而男性受访者不受影响。
The application of stated preference methods rests on the assumption that respondents act rationally and that their demand for the non-market good on the hypothetical market is equal to what their real demand would be. Previous studies have shown that this is not the case and this gap is known as hypothetical bias. The present paper attempts to frame the description of the hypothetical market so as to induce more “true market behaviour” in the respondents by including a short Cheap Talk script. The script informs respondents that in similar studies using stated preference methods, people have a tendency to overestimate how much they are willing to pay compared to their actual (true) willingness to pay. Applying a two-split sample approach to a Choice Experiment study focusing on preferences for reducing visual disamenities from offshore wind farms, the Cheap Talk script is found to be a preference mover, but does not affect preferences significantly. Significant effects are found when relating the effect of the Cheap Talk script to the cost levels of the alternatives, in that female respondents are found to choose higher cost alternatives less frequently when presented with the Cheap Talk script, while male respondents are not affected.