Highlights An interactive choice experiment aids in the recovery of preference heterogeneity. Sort and search tools allow choice alternatives to be reordered and eliminated. A sort on price implies greater price sensitivity. A search on an attribute may imply greater sensitivity to the attribute. A search on an attribute may imply lesser price sensitivity.
Abstract We present a highly structured, online, interactive choice environment containing a large number of alternatives, a search tool that eliminates alternatives that fail specified criteria, and a sort tool. A conceptual framework is developed that links tool usage and preference heterogeneity, and tested in the context of long-haul flight choice. Individuals who sort on price are more price sensitive; individuals who search on certain attributes have a greater marginal (dis)utility for that attribute; and individuals who perform certain non-price searches have a lesser price disutility. The method shows promise as a means for providing a richer picture of preference heterogeneity.
Choice modelling with search and sort data from an interactive choice experiment
2013-05-02
10 pages
Article (Journal)
Electronic Resource
English
Choice modelling with search and sort data from an interactive choice experiment
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