On the use of honesty priming task to mitigate hypothetical bias in choice experiments
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Date
2012
Authors
de-Magistris, TizianaGracia Royo, Azucena
Nayga, Rodolfo M. (Jr.)
Journal Title
Journal ISSN
Volume Title
Publisher
CITA
Typology
Working PaperAbstract
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 both these treatments are
significantly lower than those from other three hypothetical treatments (treatments 1-3).
Using hold out tasks, our results also suggest that one could get higher correct predictions of
participants’ choices in treatments 4 and 5 than in treatments 1-3 and that there is no
significant difference in percentage of correct predictions between treatments 4 and 5
Description
Keywords
Hypothetical bias, Cheap talk, Priming, Willingness to pay
Bibliographic citation
De Magristris, T., Gracia, A., Nayga, R.M.Jr. On the use of honestry priming task to mitigate hypothetical bias in choice experiments. Zaragoza: CITA (2012), 34 p.
Other field subjects
Comportamiento del consumidorEncuestas al consumidor
RecolecciĂłn de datos
Análisis de datos
EconomĂa agroalimentaria