Do different visual presentation formats encourage different choice behaviors? discrete choice experiment on urban park landscapes

Kei Kabaya (), Kayo Tajima (), Daisuke Ichinose () and Michiko Asano ()
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Kei Kabaya: Chuo University
Kayo Tajima: Rikkyo University
Daisuke Ichinose: Rikkyo University
Michiko Asano: The University of Tokyo

Environmental Economics and Policy Studies, 2025, vol. 27, issue 1, No 2, 23-41

Abstract: Abstract A visual presentation has attracted researchers’ interests as an alternative for textual description in presenting choice profiles in discrete choice experiments. The purpose of this study is to compare two different visual presentation formats, namely, the one showing an integrated landscape picture that includes several attributes in it and the other presenting several images each representing a single attribute separately in a tabular format, in addition to textual information. We employed a hypothetical urban park landscapes in Tokyo as a case study, adopted a split sample approach and utilized a generalized multinomial logit model for parameter estimations. Consequently, we found that the visual presentation encouraged more systematic choices compared to the textual information and the landscape image enabled more homogeneous choice randomness within the group in relation to the separated attribute images. The landscape picture also elicited more confident choices of respondents and generated narrower confidence intervals of willingness-to-pay estimates for the park attributes. These results suggest that the landscape image was superior to the other two formats from the researcher’s perspectives.

Keywords: Discrete choice experiment; Visual presentation; Textual information; Urban park landscapes; C25; Q51 (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1007/s10018-024-00405-4

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