کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
5091897 1375893 2010 43 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Differential Attention to Attributes in Utility-Theoretic Choice Models
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری بازاریابی و مدیریت بازار
پیش نمایش صفحه اول مقاله
Differential Attention to Attributes in Utility-Theoretic Choice Models
چکیده انگلیسی
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.
ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Journal of Choice Modelling - Volume 3, Issue 3, 2010, Pages 73-115
نویسندگان
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