Please use this identifier to cite or link to this item: http://hdl.handle.net/1942/35941
Title: Can immersive virtual reality increase respondents’ certainty in discrete choice experiments? A comparison with traditional presentation formats
Authors: MOKAS, Ilias 
LIZIN, Sebastien 
BRIJS, Tom 
WITTERS, Nele 
MALINA, Robert 
Issue Date: 2021
Publisher: ACADEMIC PRESS INC ELSEVIER SCIENCE
Source: JOURNAL OF ENVIRONMENTAL ECONOMICS AND MANAGEMENT, 109 (Art N°102509)
Abstract: Stated preference methods such as discrete choice experiments (DCEs) are used to elicit respondents' preferences and willingness to pay (WTP) for environmental goods or services whose value cannot be observed in actual markets. However, DCEs may deliver biased estimates because of respondents' unfamiliarity with the hypothetical scenarios to be valued. There is evidence that visualization techniques can enhance respondents' cognitive ability and improve the evaluation and interpretation of complex information. We leverage recent technological advances to create an immersive virtual reality environment delivered to respondents via a head-mounted display in order to conduct a split split-sample experiment on the value of urban greenery (i.e., trees, bio-retention planters) using three different presentation formats (text only; video; virtual reality). We find that (i) respondent certainty can be increased by employing more immersive visualization techniques such as virtual reality, and that (ii) the presentation format has a significant impact on WTP estimates for different types of urban green and can change respondents' rank order for the urban green options considered in the study.
Notes: Mokas, I (corresponding author), Hasselt Univ, Martelarenlaan 42, B-3500 Hasselt, Belgium.
ilias.mokas@uhasselt.be; sebastien.lizin@uhasselt.be;
tom.brijs@uhasselt.be; nele.witters@uhasselt.be;
robert.malina@uhasselt.be
Keywords: Discrete choice experiment; Green infrastructure; Hypothetical bias;;Scale parameter; Scale heterogeneity; Virtual reality
Document URI: http://hdl.handle.net/1942/35941
DOI: 10.1016/j.jeem.2021.102509
ISI #: WOS:000707160300020
Rights: 2021 The Authors. Published by Elsevier Inc. This is an open access article under the CC BY-NC-ND license
Category: A1
Type: Journal Contribution
Validations: ecoom 2022
Appears in Collections:Research publications

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