RT Journal Article
SR Electronic
T1 Information Videos Mitigate Hypothetical Bias in Discrete Choice Experiments
JF Land Economics
FD University of Wisconsin Press
SP 463
OP 481
DO 10.3368/le.101.4.072424-0065R1
VO 101
IS 4
A1 Lin, Wen
A1 Nayga, Rodolfo M.
A1 Ortega, David L.
A1 Hu, Weibin
YR 2025
UL http://le.uwpress.org/content/101/4/463.abstract
AB Efforts to reduce hypothetical bias in stated preference methods often focus on the content of ex ante information. This article instead examines the impacts of presentation formats on hypothetical bias mitigation, focusing on cheap talk scripts and product explanations. Using beef alternatives characterized by attributes such as low-carbon label, plant-based label, favor, and price, we find that video presentations result in hypothetical willingness-to-pay values closer to nonhypothetical scenarios, particularly among new and unfamiliar attributes. Subjects exposed to video information demonstrate an improved understanding of hypothetical bias and product attributes, and those with lower cognitive skills may be more responsive to video displays.