1 Department of Management - MAPP - Centre for Research on Value Creation in the Food Sector, Department of Management, Aarhus BSS, Aarhus University2 Department of Management, Aarhus BSS, Aarhus University3 Department of Management, Aarhus BSS, Aarhus University
So far little is known about how presentation formats affect visual attention patterns and choice behaviour. This study addresses the question by analysing visual attention and part-worth utilities in choice experiments across three different choice stimuli presentation formats: a verbal information table, a table with visual attributes levels and a realistic product mock-up presentation. Presentation format was found to exert a significant bottom-up effect on visual attention and subsequent choice. Visual attention and choice behaviour in discrete choice experiments were found to be strongly affected by stimuli presentation format. These results suggest that the choice of presentation format has strong implications for the external validity of discrete choice estimates and should be considered carefully by researchers.