We examine the impact of attribute representation format in choice experiments on willingness to pay (WTP), and serial stated attribute non-attendance. Subjects in an online choice experiment were randomly assigned to a Visual or Text Treatment. Participants in both treatments were given the same choice sets but those in the Visual Treatment were shown pictures of the product alternatives in the choice sets as they would appear in a grocery store, while those in the Text Treatment were presented with text descriptions. Results from random parameters logit models accounting for serial stated attribute non-attendance show that more attributes were significant in the Text Treatment than the Visual Treatment, and among variables significant in both treatments, attribute WTP was higher in the Text Treatment than in the Visual Treatment. Hence, the attribute representation format should be considered when designing choice experiments.

我们研究了选择实验中属性表示格式对支付意愿 (WTP) 和连续陈述属性不出席的影响。在线选择实验中的受试者被随机分配到视觉或文本处理。两种处理的参与者都获得了相同的选择集，但视觉处理中的参与者看到了选择集中产品替代品的图片，就像它们出现在杂货店一样，而文本处理中的参与者则看到了文本描述。随机参数 logit 模型解释连续陈述属性不出席的结果表明，文本处理中的显着属性多于视觉处理，并且在两种处理中均显着的变量中，文本处理中的属性 WTP 高于视觉处理. 因此，