PT - JOURNAL ARTICLE AU - Simone Cerroni AU - Daniel W. Derbyshire AU - W. George Hutchinson AU - Rodolfo M. Nayga, Jr. TI - A Choice Matching Approach for Discrete Choice Analysis: An Experimental Investigation in the Laboratory AID - 10.3368/le.012621-0009R1 DP - 2023 Feb 01 TA - Land Economics PG - 80--102 VI - 99 IP - 1 4099 - http://le.uwpress.org/content/99/1/80.short 4100 - http://le.uwpress.org/content/99/1/80.full SO - Land Econ2023 Feb 01; 99 AB - 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.