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Updated: Feb 7, 2026
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Measurement of Neurophysiological Signals of Ignoring and Attending Processes in Attention Control
Published on: July 5, 2015
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Effect of Level Overlap and Color Coding on Attribute Non-Attendance in Discrete Choice Experiments
Marcel F Jonker1, Bas Donkers2, Esther W de Bekker-Grob3
1Erasmus Choice Modelling Centre, Erasmus University Rotterdam, The Netherlands; Erasmus School of Health Policy & Management, Erasmus University Rotterdam, The Netherlands.
Summary
Level overlap and color coding significantly reduce attribute nonattendance in discrete choice experiments. Combining these methods greatly improves respondent attention and reduces dropout rates.
Area of Science:
- Behavioral economics
- Marketing research methodology
Background:
- Attribute nonattendance is a common issue in discrete choice experiments (DCEs).
- This can lead to biased results and reduced data quality.
Purpose of the Study:
- To test if level overlap and color coding can reduce attribute nonattendance in DCEs.
- To evaluate the independent and combined effects of these two strategies.
Main Methods:
- A randomized controlled experiment with five study arms was conducted.
- Investigated the impact of level overlap and color coding on attribute nonattendance.
- Used augmented mixed logit models to estimate attribute attendance.
Main Results:
- Without interventions, dropout rate was 14% and attribute attendance was 2/5.
- Level overlap or color coding alone reduced dropout to 10% and increased attendance to 3/5.
- Combined strategies reduced dropout to 8% and increased attendance to 4/5.
Conclusions:
- Level overlap and color coding are effective strategies to mitigate attribute nonattendance.
- The combined approach significantly improves data quality in DCEs.
- These methods reduce dropout rates and enhance attribute attendance.
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