David A. Hensher|John M. Rose|William H. Greene
The implications on willingness to pay of respondents ignoring specific attributes
University of Sydney|University of Sydney|New York University
individuals processing information stated choice experiment typically assumed evaluate every attribute offered within alternatives choose preferred alternative however always thought attributes ignored process many reasons including coping strategy handle ones perception complexity choice task nonetheless analysts typically proceed estimate discrete choice models attributes influenced outcome degree cognitive processes used evaluate tradeoffs complex boundaries often placed task assist respondent boundaries include prioritising attributes ignoring specific attributes paper investigate implications bounding information processing task attribute elimination ignoring one attributes using sample car commuters sydney estimate mixed logit models assume attributes candidate contributors models assume certain attributes ignored latter based supplementary information provided respondents compare value travel time savings alternative attribute processing regimes assuming attributes ignored duly processed leads estimates parameters produce significantly different willingness pay wtp obtained exclusion rule invoked