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Cameron, Trudy Ann
DeShazo, J. R.
Year of Publication: 
[Journal:] Journal of Choice Modelling [ISSN:] 1755-5345 [Volume:] 3 [Year:] 2010 [Issue:] 3 [Pages:] 73-115
We show in a theoretical model that the benefit from additional attention to the marginal attribute within a choice set depends upon the expected utility loss from making a suboptimal choice if it is ignored. Guided by this analysis, we then develop an empirical method to measure an individual's propensity to attend to attributes. As a proof of concept, we offer an empirical example of our method using a conjoint analysis of demand for programs to reduce health risks. Our results suggest that respondents differentially allocate attention across attributes as a function of the mix of attribute levels in a choice set. This behaviour can cause researchers who fail to model attention allocation to estimate incorrectly the marginal utilities derived from selected attributes. This illustrative example is a first attempt to implement an attention-corrected choice model with a sample of field data from a conjoint choice experiment.
attention to attributes
allocation of attention
conjoint choice
choice set design
bounded rationality
choice heuristics
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