Journal of Forest Economics > Vol 21 > Issue 4

Information and visual attention in contingent valuation and choice modeling: field and eye-tracking experiments applied to reforestations in Spain

José L. Oviedo, , jose.oviedo@csic.es Alejandro Caparrós, ,
 
Suggested Citation
José L. Oviedo and Alejandro Caparrós (2015), "Information and visual attention in contingent valuation and choice modeling: field and eye-tracking experiments applied to reforestations in Spain", Journal of Forest Economics: Vol. 21: No. 4, pp 185-204. http://dx.doi.org/10.1016/j.jfe.2015.09.002

Published: 0/12/2015
© 0 2015 José L. Oviedo, Alejandro Caparrós
 
Subjects
 
Keywords
JEL Codes:C91Q23Q51
Stone pineStated preferencesElicitation formatsInformation processingVisual attention
 

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In this article:
Introduction
Literature review
Survey design and application
Standard formats
Modified formats
Empirical results
Conclusions

Abstract

We test convergent validity of contingent valuation and choice modeling with field and eye-tracker data in an application for stone pine reforestations. Field results yield significantly different structural models and higher willingness to pay values in choice modeling. Eye-tracker results show that respondents devote relatively more time to attributes and the bid in choice modeling and that there are no significant differences in the total time used to answer. Divergences remain for modified formats that minimize visual and cognitive differences between methods. Using an attribute-stimulus format in contingent valuation or including dominant alternatives in choice modeling does not change results.

DOI:10.1016/j.jfe.2015.09.002