Abstract
This article is the first empirical application of the choice matching (CMa) method in discrete choice experiments (DCEs). An artifactual field experiment was conducted to test whether CMa applied to a DCE survey improves the validity and reliability of estimated preferences regarding standard hypothetical DCEs. Two experimental treatments were developed. In the first, subjects were exposed to a CMa-based DCE; in the second, subjects were exposed to a standard hypothetical DCE survey. Results suggest that although a CMa-based DCE does not improve validity, it can increase the reliability of estimated preferences.
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