A crucial assumption in health valuation methods is that respondents pay equal attention to all information components presented in the response task. So far, there is no solid evidence that respondents are fulfilling this condition. The aim of our study is to explore the attendance to various information cues presented in the discrete choice ( DC) response tasks.
Eye tracking was used to study the eye movements and fixations on specific information areas. This was done for seven DC response tasks comprising health-state descriptions. A sample of 10 respondents participated in the study. Videos of their eye movements were recorded and are presented graphically. Frequencies were computed for length of fixation and number of fixations, so differences in attendance were demonstrated for particular attributes in the tasks.
All respondents completed the survey. Respondents were fixating on the left-sided health-state descriptions slightly longer than on the right-sided. Fatigue was not observed, as the time spent did not decrease in the final response tasks. The time spent on the tasks depended on the difficulty of the task and the amount of information presented.
Discussion and conclusion
Eye tracking proved to be a feasible method to study the process of paying attention and fixating on health-state descriptions in the DC response tasks. Eye tracking facilitates the investigation of whether respondents fully read the information in health descriptions or whether they ignore particular elements.
- Journal Article
- ATTRIBUTE NON-ATTENDANCE
- TIME TRADE-OFF
- CHOICE EXPERIMENTS
- STANDARD GAMBLE