Respondents’ ignoring of attribute information in a choice modelling survey

One debate in economics centres on consumers’ decision-making strategies and whether they should be explicitly considered. The default assumption for choice modelling has been that all the attributes presented to respondents somehow influence their choices. More recently, choice modelling research has begun examining how respondents use information. This article presents research that focused on which pieces of information respondents used in responding to a choice modelling survey. The use of information by respondents was captured in the course of the administration of a computer- aided survey, so the research did not rely on posterior self-reporting. Access to the information was captured for each attribute of every alternative, which allowed flexibility in assessing use of information. Three mixed logit models are presented, based on three different assumptions about information use. The results suggest that accounting for respondents’ information use affects modelling results, but the impact on estimates of willingness to pay may be relatively small.