Differential Attention to Attributes in Utility-theoretic Choice Models
| dc.contributor.author | Cameron, Trudy Ann | |
| dc.contributor.author | DeShazo, J. R. | |
| dc.date.accessioned | 2011-02-25T23:36:41Z | |
| dc.date.available | 2011-02-25T23:36:41Z | |
| dc.date.issued | 2008-10 | |
| dc.description | 63 p. | en_US |
| dc.description.abstract | We show in a theoretical model that benefits of allocating additional attention to evaluating the marginal attribute with in choice set depend upon the expected utility loss from making a suboptimal choice as a result of ignoring that incremental attribute. Guided by this analysis, we then develop a very general and practical empirical method for measuring the 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 behavior can cause researchers who fail to model attention allocation to incorrectly estimate 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. | en_US |
| dc.description.sponsorship | This research was supported in part by the National Science Foundation (SES-0551009) and by the Raymond F. Mikesell Foundation at the University of Oregon. | en_US |
| dc.identifier.uri | https://hdl.handle.net/1794/10999 | |
| dc.language.iso | en_US | en_US |
| dc.publisher | University of Oregon, Dept of Economics | en_US |
| dc.relation.ispartofseries | University of Oregon Economics Department Working Papers;2010-8 | |
| dc.subject | Attribution (Social psychology) | |
| dc.title | Differential Attention to Attributes in Utility-theoretic Choice Models | en_US |
| dc.type | Working Paper | en_US |