Asymmetries in Ordered Strength of Preference Models: Implications of Focus Shift for Discrete-Choice Preference Estimation

This paper explores potential focus shift asymmetries in an ordered strength of preference model applied to contingent choice data. A focus shift occurs when respondents weight factors differently when assessing preference for an "accepted" scenario than they do when assessing preference for a "rejected" scenario, and may imply that respondents do not refer to a single underlying preference function. Using data drawn from a survey which addressed preferences for watershed management, the model results identified focus shift asymmetries in the ordered strength of preference model. The paper discusses implications for policy, survey design, and discrete-choice preference estimation.