SummaryDecision strategies in multi‐attribute choice experiments are investigated using eye‐tracking. The visual attention towards, and attendance of, attributes is examined. Stated attendance is found to diverge substantively from visual attendance of attributes. However, stated and visual attendance are shown to be informative, non‐overlapping sources of information about respondent utility functions when incorporated into model estimation. Eye‐tracking also reveals systematic nonattendance of attributes only by a minority of respondents. Most respondents visually attend most attributes most of the time. We find no compelling evidence that the level of attention is related to respondent certainty, or that higher or lower value attributes receive more or less attention. Copyright © 2014 John Wiley & Sons, Ltd.

Standard-Nutzungsbedingungen:Die Dokumente auf EconStor dürfen zu eigenen wissenschaftlichen Zwecken und zum Privatgebrauch gespeichert und kopiert werden.Sie dürfen die Dokumente nicht für öffentliche oder kommerzielle Zwecke vervielfältigen, öffentlich ausstellen, öffentlich zugänglich machen, vertreiben oder anderweitig nutzen.Sofern die Verfasser die Dokumente unter Open-Content-Lizenzen (insbesondere CC-Lizenzen) zur Verfügung gestellt haben sollten, gelten abweichend von diesen Nutzungsbedingungen die in der dort genannten Lizenz gewährten Nutzungsrechte. Terms of use: Documents in ABSTRACTIn this paper we investigate how consumers respond to the UK food label Traffic Light System (TLS). Employing a Choice Experiment (CE) we find that consumers appear to behave in a manner consistent with our expectations regarding the impact of the TLS nutrition label. In particular, we identify a strong preference on the part of respondents to avoid a basket of goods containing a mix of foods with any "Red" lights. We have also found that consumers have a hierarchy of importance in terms of perception of the various nutrients examined and clear behavioural differences associated with particular socio-economic characteristics confirming early research on the use of nutrition labels. Overall our results indicate significant heterogeneity in the attitudes and responses of consumers to food labels within and across socioeconomic strata in terms of the magnitude of WTP.

The 'Big Five' charismatic megafauna concept is considered key for financial competitiveness of protected areas in South Africa. However, this Western colonial concept is also leading to an underappreciation of wider biodiversity and the recovery of other endangered species. This study assessed the heterogeneity of tourist preferences for big game species in KwaZulu-Natal, South Africa, using a choice experiment approach, employing latent class modelling, in order to identify tourists' segments not necessarily drawn to the Big Five. The latent class segmentation identified two segments for both international and national tourists, largely defined by socio-economic characteristics. Less experienced and wealthier tourists were mostly interested in charismatic megafauna, while more experienced, but lower income tourists showed preferences for a broader range of species. Exploring viewing preferences in this way illustrates the potential to realign conservation businesses to achieve biodiversity conservation objectives. In the short term, managing protected areas for the Big Five and other favourite species will continue to deliver significant financial benefits to local stakeholders, but policy makers should consider using financial mechanisms to subsidize conservation actions for less charismatic species and develop the biodiversity base of safari tourism in South Africa.