Modelling Heterogeneity in Response Behaviour Towards a Sequence of Discrete Choice Questions: A Probabilistic Decision Process Model |
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Authors: | Email author" target="_blank">Ben?J?McNairEmail author David?A?Hensher Jeff?Bennett |
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Institution: | (1) Institute of Transport and Logistics Studies, The University of Sydney Business School, The University of Sydney, Sydney, NSW, 2006, Australia;(2) Department of Economics, Stern School of Business, New York University, New York, NY 10012, USA |
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Abstract: | There is a growing body of evidence in the non-market valuation literature suggesting that responses to a sequence of discrete
choice questions tend to violate the assumptions typically made by analysts regarding independence of responses and stability
of preferences. Decision processes (or heuristics) such as value learning and strategic misrepresentation have been offered
as explanations for these results. While a few studies have tested these heuristics as competing hypotheses, none has investigated
the possibility that each explains the response behaviour of a subgroup of the population. In this paper, we make a contribution
towards addressing this research gap by presenting a probabilistic decision process model designed to estimate the proportion
of respondents employing defined heuristics. We demonstrate the model on binary and multinomial choice data sources and find
three distinct types of response behaviour. The results suggest that accounting for heterogeneity in response behaviour may
be a better way forward than attempting to identify a single heuristic to explain the behaviour of all respondents. |
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Keywords: | |
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