We show in a theoretical model that the benefit from additional attention to the marginal attribute within a choice set depends upon the expected utility loss from making a suboptimal choice if it is ignored. Guided by this analysis, we then develop an empirical method to measure an individual's...

Poorly designed stated preference (SP) studies are subject to a number of well-known biases, but many of these biases can be minimized when they are anticipated ex ante and accommodated in the studyfs design or during data analysis. We identify another source of potential bias, which we call...