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de Magistris, Tiziana; Gracia, Azucena; Nayga, Rodolfo M., Jr.. |
We test whether the use of an honesty priming task from the social psychology literature can help mitigate hypothetical bias in stated preference choice experiments (CE). Using a between-sample design, we conducted experiments with five treatments: (1) hypothetical CE without cognitive task, (2) hypothetical CE with cheap talk script, (3) hypothetical CE with neutral priming task, (4) hypothetical CE with honesty priming task, and (5) non-hypothetical CE. Results generally suggest that marginal willingness to pay estimates from treatment 4 where subjects are given honesty priming task before the choice experiment are not statistically different from marginal valuations from treatment 5 where subjects are in a non-hypothetical choice experiment. Values from... |
Tipo: Presentation |
Palavras-chave: Hypothetical bias; Cheap talk; Priming; Willingness-to-pay; Marketing; Research Methods/ Statistical Methods; C23; D12; Q18. |
Ano: 2012 |
URL: http://purl.umn.edu/123639 |
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Silva, Andres; Nayga, Rodolfo M., Jr.; Campbell, Benjamin L.; Park, John L.. |
We assess the reduction of hypothetical bias in consumers’ willingness to pay (WTP) for products by applying a generic, short, and neutral cheap talk script in a retail setting. Using an open-ended elicitation mechanism with non-hypothetical, hypothetical, and hypothetical with cheap talk treatments, our results indicate that the hypothetical WTP values are higher than the nonhypothetical values, but the hypothetical with cheap talk values are not significantly different from non-hypothetical estimates. |
Tipo: Journal Article |
Palavras-chave: BDM; Cheap talk; Field experiment; Hypothetical bias; Willingness-to-pay; Research Methods/ Statistical Methods. |
Ano: 2011 |
URL: http://purl.umn.edu/117168 |
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