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Title Impact of satisficing behavior in online surveys on consumer preference and welfare estimates
Source Food Policy; 64 (2016), pp. 26-36
Year 2016
Database ScienceDirect
Access date 25.08.2017
Abstract Conducting online surveys through consumer panels has become increasingly popular for researchers to assess consumers’ preferences and attitudes for the purpose of obtaining welfare estimates because they are inexpensive, flexible, and allow for fast feedback. Interestingly, few studies have examined the behaviors of online survey panelists, particularly their satisficing behaviors on welfare measures. This study demonstrates the use of validation questions (trap questions) to detect survey respondents’ satisficing behavior and its impact on consumer choice, willingness to pay (WTP), and consumer surplus (CS) estimates. We find that respondents who fail a validation question (VQ) are more likely to violate the weak axiom of revealed preferences (WARP) in the choice experiment. The estimates for preference parameters, WTP, and CS are statistically different between those who pass and those who fail the VQ. In addition, the WTP and CS from respondents passing the VQ in general have smaller variances than those from respondents failing the VQ. These results indicate that without controlling for potential satisficing behaviors, online surveys may produce less efficient estimates (estimates with larger variance) of welfare measures.
Year of publication2016
Bibliographic typeJournal article
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