This study uses mixed logit models to reconsider the findings of choice experiment surveys with a focus on heterogeneity among consumers. The motivation is that these techniques allow the researcher to segment the market better. This is critical because it is not the average attitude or...

We investigate whether individuals will voluntarily increase the complexity of the tasks they complete within a discrete choice experiment (DCE). We do this via a 'self selection of complexity' design in which respondents choose whether to face choice sets comprising 3, 4 or 6 alternatives. We...