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Parameter transfer of common-metric attributes in choice analysis: implications for willingness to pay

机译：选择分析中通用度量属性的参数传递：对支付意愿的影响

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There is a growing literature that promotes the presence of a mix of compensatory and semi-compensatory processing strategies in the way that individuals evaluate packages of attributes in real or hypothetical markets, and make choices. This paper proposes a specification for the utility form in a choice model to test if, given a pair of attributes with a common-metric (e.g., components of travel time or cost), the attribute with the dominating level defines the marginal (dis)utility that is assigned to both attributes. We refer to this processing strategy as a parameter transfer rule. We use a stated choice data set, in the context of car driving individuals choosing between tolled and non-tolled routes, to estimate a mixed logit model which incorporates the presence of the parameter transfer rule and the conventional fully compensatory rule, both existing up to a probability. We find that if this parameter transfer heuristic is part of the mix, the WTP is more than 30% higher, on average, than when only a fully compensatory rule is imposed. We also contrast the parameter transfer rule with other semi-compensatory heuristics which have been investigated in other papers, and show that the finding adds further support to the accumulating evidence that a semi-compensatory attribute processing rules tend to result in higher mean WTP estimates compared to the fully compensatory attribute processing rule.
机译：越来越多的文献以个人评估真实或假设市场中的属性包并做出选择的方式，促进了补偿性和半补偿性处理策略的混合存在。本文为选择模型中的效用表格提出了一种规范，以测试在给定一对具有共同度量标准的属性（例如，旅行时间或成本的组成部分）的情况下，具有主导水平的属性是否定义了边际（dis）分配给两个属性的实用程序。我们将此处理策略称为参数传递规则。在汽车驾驶人员在收费和非收费路线之间进行选择的情况下，我们使用既定的选择数据集来估计混合logit模型，该模型结合了参数传递规则和常规的完全补偿规则的存在，两者都存在可能性。我们发现，如果此参数传递启发式方法是混合方法的一部分，则与仅施加完全补偿性规则时相比，WTP平均要高出30％以上。我们还将参数传递规则与其他论文中研究过的其他半补偿启发式方法进行了对比，结果表明，这一发现为积累的证据提供了进一步的支持，即半补偿属性处理规则倾向于导致更高的平均WTP估计值。完全补偿属性处理规则。

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