Choice experiments are often used to determine consumers’ preferences and willingness to pay for product attributes. The design of choice experiments and its influence on measurement of consumer choices has received considerable attention. This study analyzes the influence of attention on the final choice by combining choice experiments with eye tracking. Furthermore, the role of choice set complexity on choice is investigated. Results show that in less complex designs the total gaze time, i.e., overall attention, influences the choice. In contrast, in more complex designs the time to first fixation, i.e., the first look at an attribute affects the choice.


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