This research note presents the first study to implement a real choice experiment in a web survey. In a case study on ethical food consumption, we find statistically significant lower willingness-to-pay values for the attributes “organic production” and “fair trade” in a choice experiment involving real payments compared to a choice experiment without real payments. This holds only true for respondents who are prepared to provide their personal details in order to deliver the product (83% of the sample), providing further evidence that lack of consequentiality can be an important source of validity problems. The implementation of a real choice experiment online proves useful and can form the baseline for future tests of the effectiveness of ex ante approaches such as cheap talk or honesty priming as well as consequentiality scripts in web-based choice experiments.
- Ethical food consumption
- Hypothetical bias
- Stated preferences
- Willingness to pay
Liebe, U., Glenk, K., von Mayer-Hofer, M., & Spiller, A. (2019). A web survey application of real choice experiments. Journal of Choice Modelling, 33, . https://doi.org/10.1016/j.jocm.2018.07.003