Do Respondents use Extra Information Provided in Online Best-Worst Choice Experiments?

Otago University
Publication Type:
Conference Proceeding
Proceedings of the 2007 ANZMAC Conference 3Rs: Reputation, Responsibility and Relevance, 2007, pp. 3486 - 3493
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An issue of interest to researchers is the amount of explanatory information one needs to give respondents making decisions in choice tasks. One way to resolve this issue is to let people select only relevant information from interactive information sources. This resolution poses unanswered questions: e.g., will respondents use the extra information, and potential systematic differences in information users and non-users. To shed some light on this issue, we let respondents access optional descriptive information about attributes in the form of partial (verbal) and full (verbal plus visual) glossaries associated with a Best-Worst (BW) web survey. Only a small minority with higher subjective product knowledge accessed the glossary information. We found no significant difference between verbal and visual information in attractiveness of use or impact on choice.
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