Using Attribute Importance Rankings within Discrete Choice Experiments: An Application to Valuing Bread Attributes

We present a new Bayesian econometric speci…cation for a hypothetical Discrete Choice Experiment (DCE) incorporating respondent ranking information about attribute impor- tance. Our results indicate that a DCE debrie…ng question that asks respondents to rank the importance of attributes helps to explain the resulting choices. We also examine how mode of survey delivery (online and mail) impacts model performance, nding that results are not substantively a¤ected by the mode of survey delivery. We conclude that the ranking data is a complementary source of information about respondent utility functions within hypothetical DCEs.