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Abstract
Decision strategies in multi-attribute Choice Experiments are investigated
using eye-tracking. The visual attention towards, and attendance of, at-
tributes 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 minor-
ity of respondents. Most respondents visually attend most attributes most of
the time. We
nd 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.