Related Experiment Video
Updated: Jun 20, 2026
Measuring the Subjective Value of Risky and Ambiguous Options using Experimental Economics and Functional MRI Methods
Published on: September 19, 2012
A think-aloud study exploring the application of composite time trade-off and discrete choice experiment methods for
Hei Hang Edmund Yiu1, Ling Hin Chow2, Cheri Cheuk Lam Au2
1Centre for Safe Medication Practice and Research, Department of Pharmacology and Pharmacy, LKS Faculty of Medicine, The University of Hong Kong, Hong Kong SAR, China. hheyiu@hku.hk.
Background:
To investigate the cognitive experiences of completing composite time trade-off (C-TTO) and discrete choice experiment (DCE) tasks for the valuation of the Chinese Short Warwick-Edinburgh Mental Well-being Scale (C-SWEMWBS) in Hong Kong in order to inform an appropriate preference elicitation protocol for this population.
Methods:
Eighteen think-aloud interviews employing concurrent and retrospective think-aloud techniques were conducted with Cantonese-speaking adult members of the general population. Each participant completed five C-TTO and five DCE tasks with tailor-made C-SWEMWBS states. Interview transcripts were transcribed verbatim, translated into English, and analysed thematically to identify patterns in participants' thoughts and understanding during task completion.
Results:
Participants generally found the C-TTO and DCE tasks manageable. Four themes were identified that reflected participants' experiences: (1) Interview design and structure, bringing attention to potential refinements in presentation and instructions; (2) Representation of items and levels, illustrating participants' comprehension of the different C-SWEMWBS items and levels; (3) Influences on decision-making, identifying personal and external factors that shaped participant's decisions; and (4) Appropriateness of measures, reflecting participant's experiences in imagining and deriving utility values for mental well-being states.
Conclusion:
Despite highlighting areas that could be refined to minimise unnecessary cognitive burden, findings indicate that the design of the C-TTO and DCE tasks is both feasible and appropriate for the preference elicitation of C-SWEMWBS states in Hong Kong. This provides the basis for conducting a large-scale study to derive a preference-based value set for the C-SWEMWBS in Hong Kong for economic evaluations of interventions aimed at improving public mental well-being.
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