The first time is the hardest: A test of ordering effects in choice experiments
The first time is the hardest: A test of ordering effects in choice experiments
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DOI：
10.1016/s1755-5345(13)70051-4
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发表时间：
2012-01-01
影响因子：
2.4
通讯作者：
Olsen, Soren Boye
中科院分区：
文献类型：
--
作者：
Carlsson, Fredrik;Morkbak, Morten Raun;Olsen, Soren Boye
本文讨论了选择实验中的排序效应问题，特别是学习过程如何潜在地影响受试者在一系列选择集中陈述的偏好。在一个关于鸡胸肉的食物质量属性的案例研究中，我们发现在16个选项集的序列中存在排序效应的证据，其中最后8个选项集与前8个选项集相同。我们发现了偏好变化的证据。更准确地说，对于两个相同的序列，价格属性的偏好是不同的。此外，我们还发现，相对于前八个选项集，最后八个选项集的误差方差有所降低。这主要是由于前两个选项集合中的误差方差非常高造成的。这些结果表明，机构学习方面的学习效果以及--尽管在我们的案例中，偏好学习仅在有限程度上--在进行CE调查时确实可能具有重大的结构性重要性。
This paper addresses the issue of ordering effects in choice experiments, and in particular how learning processes potentially affect respondents' stated preferences in a sequence of choice sets. In a case study concerning food quality attributes of chicken breast filets, we find evidence of ordering effects in a sequence of 16 choice sets, where the last eight choice sets are identical to the first eight. We find evidence of changes in preferences. More precisely there are differences in preferences for the price attribute for the two identical sequences. Moreover, we find a reduction in the error variance for the last eight choice sets relative to the first eight choice sets. This is mainly caused by very high error variances in the first two choice sets. These results imply that learning effects in terms of institutional learning as well as - though in our case only to a limited extent preference learning can indeed be of significant structural importance when conducting CE surveys.