Department of Management

Jacob Lund Orquin

How stimuli presentation format affects visual attention and choice outcomes in choice experiments

Research output: Contribution to conferenceConference abstract for conferenceResearchpeer-review

So far little is known about how presentation formats affect visual attention patterns and choice behaviour. This study addresses the question by analysing visual attention and part-worth utilities in choice experiments across three different choice stimuli presentation formats: a verbal information table, a table with visual attributes levels and a realistic product mock-up presentation. Presentation format was found to exert a significant bottom-up effect on visual attention and subsequent choice. Visual attention and choice behaviour in discrete choice experiments were found to be strongly affected by stimuli presentation format. These results suggest that the choice of presentation format has strong implications for the external validity of discrete choice estimates and should be considered carefully by researchers.
Original languageEnglish
Publication yearDec 2012
Publication statusPublished - Dec 2012
EventANZMAC 2012 - Adelaide, Australia
Duration: 3 Dec 20125 Dec 2012


ConferenceANZMAC 2012

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ID: 51387217