@article{McNair:100585,
      recid = {100585},
      author = {McNair, Ben J. and Heshner, David A. and Bennett, Jeffrey  W.},
      title = {Modelling heterogeneity in response behaviour towards a  sequence of discrete choice questions: a probabilistic  decision process model},
      address = {2011},
      number = {422-2016-26920},
      pages = {20},
      year = {2011},
      abstract = {There is a growing body of evidence in the non-market  valuation literature
suggesting that responses to a  sequence of discrete choice questions tend to violate  the
assumptions typically made by analysts regarding  independence of responses and
stability of preferences.  Decision processes (or heuristics) such as value learning  and
strategic misrepresentation have been offered as  explanations for these results. While
a few studies have  tested these heuristics as competing hypotheses, none  has
investigated the possibility that each explains the  response behaviour of a subgroup of
the population. In this  paper, we make a contribution towards addressing this  research
gap by presenting a probabilistic decision process  model designed to estimate the
proportion of respondents  employing defined heuristics. We demonstrate the model
on  binary and multinomial choice data sources and find three  distinct types of
response behaviour. The results suggest  that accounting for heterogeneity in response
behaviour may  be a better way forward than attempting to identify a  single heuristic
to explain the behaviour of all  respondents.},
      url = {http://ageconsearch.umn.edu/record/100585},
      doi = {https://doi.org/10.22004/ag.econ.100585},
}