Choice certainty in Discrete Choice Experiments: will eye tracking provide useful measures?

Research output: Contribution to journalJournal articlepeer-review

Standard

Choice certainty in Discrete Choice Experiments : will eye tracking provide useful measures? / Uggeldahl, Kennet Christian; Jacobsen, Catrine; Lundhede, Thomas; Olsen, Søren Bøye.

In: Journal of Choice Modelling, Vol. 20, 2016, p. 35-48.

Research output: Contribution to journalJournal articlepeer-review

Harvard

Uggeldahl, KC, Jacobsen, C, Lundhede, T & Olsen, SB 2016, 'Choice certainty in Discrete Choice Experiments: will eye tracking provide useful measures?', Journal of Choice Modelling, vol. 20, pp. 35-48. https://doi.org/10.1016/j.jocm.2016.09.002

APA

Uggeldahl, K. C., Jacobsen, C., Lundhede, T., & Olsen, S. B. (2016). Choice certainty in Discrete Choice Experiments: will eye tracking provide useful measures? Journal of Choice Modelling, 20, 35-48. https://doi.org/10.1016/j.jocm.2016.09.002

Vancouver

Uggeldahl KC, Jacobsen C, Lundhede T, Olsen SB. Choice certainty in Discrete Choice Experiments: will eye tracking provide useful measures? Journal of Choice Modelling. 2016;20:35-48. https://doi.org/10.1016/j.jocm.2016.09.002

Author

Uggeldahl, Kennet Christian ; Jacobsen, Catrine ; Lundhede, Thomas ; Olsen, Søren Bøye. / Choice certainty in Discrete Choice Experiments : will eye tracking provide useful measures?. In: Journal of Choice Modelling. 2016 ; Vol. 20. pp. 35-48.

Bibtex

@article{d07d69d3fd854511b9fe646a074594a2,
title = "Choice certainty in Discrete Choice Experiments: will eye tracking provide useful measures?",
abstract = "In this study, we conduct a Discrete Choice Experiment (DCE) using eye tracking technology to investigate if eye movements during the completion of choice sets reveal information about respondents{\textquoteright} choice certainty. We hypothesise that the number of times that respondents shift their visual attention between the alternatives in a choice set reflects their stated choice certainty. Based on one of the largest samples of eye tracking data in a DCE to date, we find evidence in favor of our hypothesis. We also link eye tracking observations to model-based choice certainty through parameterization of the scale function in a random parameters logit model. We find that choices characterized by more frequent gaze shifting do indeed exhibit a higher degree of error variance, however, this effects is insignificant once response time is controlled for. Overall, findings suggest that eye tracking can provide an observable and exogenous variable indicative of choice certainty, potentially improving the handling of respondent certainty and thus the performance of the choice models in DCEs. However, in our empirical case the benefits of using eye movement data as a proxy for choice certainty in the choice model are small at best, and our results suggest that response time provides a better proxy for stated choice certainty and provides larger improvements in model performance.",
keywords = "Eye tracking, Choice certainty, Scale heterogeneity, Response time, Pictorial presentation",
author = "Uggeldahl, {Kennet Christian} and Catrine Jacobsen and Thomas Lundhede and Olsen, {S{\o}ren B{\o}ye}",
year = "2016",
doi = "10.1016/j.jocm.2016.09.002",
language = "English",
volume = "20",
pages = "35--48",
journal = "Journal of Choice Modelling",
issn = "1755-5345",
publisher = "University of Leeds",

}

RIS

TY - JOUR

T1 - Choice certainty in Discrete Choice Experiments

T2 - will eye tracking provide useful measures?

AU - Uggeldahl, Kennet Christian

AU - Jacobsen, Catrine

AU - Lundhede, Thomas

AU - Olsen, Søren Bøye

PY - 2016

Y1 - 2016

N2 - In this study, we conduct a Discrete Choice Experiment (DCE) using eye tracking technology to investigate if eye movements during the completion of choice sets reveal information about respondents’ choice certainty. We hypothesise that the number of times that respondents shift their visual attention between the alternatives in a choice set reflects their stated choice certainty. Based on one of the largest samples of eye tracking data in a DCE to date, we find evidence in favor of our hypothesis. We also link eye tracking observations to model-based choice certainty through parameterization of the scale function in a random parameters logit model. We find that choices characterized by more frequent gaze shifting do indeed exhibit a higher degree of error variance, however, this effects is insignificant once response time is controlled for. Overall, findings suggest that eye tracking can provide an observable and exogenous variable indicative of choice certainty, potentially improving the handling of respondent certainty and thus the performance of the choice models in DCEs. However, in our empirical case the benefits of using eye movement data as a proxy for choice certainty in the choice model are small at best, and our results suggest that response time provides a better proxy for stated choice certainty and provides larger improvements in model performance.

AB - In this study, we conduct a Discrete Choice Experiment (DCE) using eye tracking technology to investigate if eye movements during the completion of choice sets reveal information about respondents’ choice certainty. We hypothesise that the number of times that respondents shift their visual attention between the alternatives in a choice set reflects their stated choice certainty. Based on one of the largest samples of eye tracking data in a DCE to date, we find evidence in favor of our hypothesis. We also link eye tracking observations to model-based choice certainty through parameterization of the scale function in a random parameters logit model. We find that choices characterized by more frequent gaze shifting do indeed exhibit a higher degree of error variance, however, this effects is insignificant once response time is controlled for. Overall, findings suggest that eye tracking can provide an observable and exogenous variable indicative of choice certainty, potentially improving the handling of respondent certainty and thus the performance of the choice models in DCEs. However, in our empirical case the benefits of using eye movement data as a proxy for choice certainty in the choice model are small at best, and our results suggest that response time provides a better proxy for stated choice certainty and provides larger improvements in model performance.

KW - Eye tracking

KW - Choice certainty

KW - Scale heterogeneity

KW - Response time

KW - Pictorial presentation

U2 - 10.1016/j.jocm.2016.09.002

DO - 10.1016/j.jocm.2016.09.002

M3 - Journal article

VL - 20

SP - 35

EP - 48

JO - Journal of Choice Modelling

JF - Journal of Choice Modelling

SN - 1755-5345

ER -

ID: 171582242