Reducing gain-loss asymmetry: A virtual reality choice experiment valuing land use change
Reducing gain-loss asymmetry: A virtual reality choice experiment valuing land use change
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DOI：
10.1016/j.jeem.2008.05.003
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发表时间：
2009-07-01
影响因子：
4.6
通讯作者：
Jude, Simon
中科院分区：
文献类型：
--
作者：
Bateman, Ian J.;Day, Brett H.;Jude, Simon
在大多数的选择实验（CE）的非市场商品的属性传达给受访者的数字和/或分类数据表。最近的研究表明，受访者可能难以评估这种格式的数据。在CE引发沿海土地利用变化的偏好的背景下，本研究使用了分裂样本实验，比较标准的演示文稿与虚拟现实（VR）可视化传达客观相同的信息。我们发现，相比标准的介绍，在VR治疗引起的偏好是可变的，并表现出显着减少的不对称性之间的支付意愿（WTP）的收益和接受意愿（WTA）相应的损失。我们推测，更大的“可评估性”的VR演示减少了受访者的判断错误和适度的依赖损失规避启发式。(C)2009 Elsevier Inc. All rights reserved.
In the majority of choice experiments (CEs) the attributes of non-market goods are conveyed to respondents as a table of numeric and/or categorical data. Recent research suggests that respondents may have difficulties evaluating data in this format. In the context of a CE eliciting preferences for changes in coastal land use, this study uses a split-sample experiment to compare standard presentations with virtual reality (VR) visualisations conveying objectively identical information. We find that compared to the standard presentation, preferences elicited in VR treatments are less variable and exhibit a significant reduction in asymmetry between willingness to pay (WTP) for gains and willingness to accept (WTA) for corresponding losses. We conjecture that the greater 'evaluability' of the VR presentation reduces respondent judgement error and moderates reliance on the loss-aversion heuristic. (C) 2009 Elsevier Inc. All rights reserved.