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Lookup NU author(s): Emeritus Professor Ken Willis,
Dr Neil Adrian Powe
This is the final published version of an article that has been published in its final definitive form by Universiti Putra Malaysia, 2019.
For re-use rights please refer to the publisher's terms and conditions.
Accounting for the ignored attribute or attribute non-attendance (ANA) in discrete choice experiment (DCE) is believed to produce more reliable willingness to pay (WTP) estimates. However, there is evidence that respondents who claimed to have ignored some attributes may simply have assigned them lesser importance. To explore this issue, a new follow-up question is used to investigate whether the respondents have ignored certain attributes or just assigned the attribute as of lesser importance when responding. Three different mixed logit (MXL) models were estimated and compared. Results generally indicate that some respondents do indeed ignore certain attributes, and some of them put less emphasis on certain attributes when making their decision. Comparison of the different MXL model reveals different WTP estimates, suggesting the importance of considering an appropriate method to deal with ANA.
Author(s): Wan Norhidayah WM, Willis K, Powe N
Publication type: Article
Publication status: Published
Journal: International Journal of Economics and Management
Print publication date: 01/12/2018
Online publication date: 30/09/2018
Acceptance date: 04/09/2018
Date deposited: 14/02/2019
ISSN (print): 1823-836X
ISSN (electronic): 2600-9390
Publisher: Universiti Putra Malaysia