An Exploratory Application of Eye-Tracking Methods in a Discrete Choice Experiment.

ABSTRACT:

Background

Discrete choice experiments (DCEs) are increasingly used to elicit preferences for benefit-risk tradeoffs. The primary aim of this study was to explore how eye-tracking methods can be used to understand DCE respondents' decision-making strategies. A secondary aim was to explore if the presentation and communication of risk affected respondents' choices.

Method

Two versions of a DCE were designed to understand the preferences of female members of the public for breast screening that varied in how risk attributes were presented. Risk was communicated as either 1) percentages or 2) icon arrays and percentages. Eye-tracking equipment recorded eye movements 1000 times a second. A debriefing survey collected sociodemographics and self-reported attribute nonattendance (A

SUBMITTER: Vass C 

PROVIDER: S-EPMC6088456 | biostudies-literature | 2018 Aug

REPOSITORIES: biostudies-literature