Effects of Varying the Location of Perceived Consequentiality Elicitation in a Discrete Choice Experiment Survey

Abstract

Stated preference studies increasingly elicit respondents’ perceptions about survey consequentiality to mitigate hypothetical bias concerns and enhance validity of value estimates. A typical practice is to ask about these perceptions after preferences. We examine the sensitivity of the perceptions, willingness-to-pay estimates, and the relationship between them to the perception elicitation location in a discrete choice experiment survey. Our empirical results suggest that the location matters: the perceptions and willingness-to-pay values are affected. In our data, the self-reported consequentiality is stronger when elicited before, rather than after, the preferences. We discuss implications of the findings for elicitation of perceived consequentiality.