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Table 3 Eye-tracking results – percent participants who did not attend to each attribute, disaggregated by within alternative non-attendancea

From: Lost in the crowd? Using eye-tracking to investigate the effect of complexity on attribute non-attendance in discrete choice experiments

 

Question number

 

1

2

3

4

5

6

7

8

Attribute

Recommendation

0

3 %

0

0

3 %

6 %

0

0c

Recommendation - conv

3 %

6 %

3 %

0

9 %

9 %

6 %

10 %

Recommendation - CM

6 %

16 %

13 %

16 %

19 %

19 %

19 %

19 %

Side effects

0

3 %

0

0

13 %

3 %

6 %

6 %

Side effects - conv

9 %

13 %

6 %

6 %

16 %

13 %

13 %

16 %

Side effects - CM

3 %

9 %

6 %

16 %

28 %

16 %

19 %

16 %

Where available

0

6 %

0

9 %

19 %

9 %

3 %

16 %

Where available - conv

9 %

22 %

9 %

16 %

28 %

19 %

16 %

26 %

Where available - CM

3 %

16 %

6 %

9 %

31 %

19 %

13 %

23 %

Price

NA

NA

0

13 %

16 %

22 %

13 %

19 %

Price - conv

NA

NA

9 %

16 %

34 %

44 %

41 %

39 %

Price - CM

NA

NA

9 %

13 %

34 %

34 %

28 %

26 %

Dosage b

NA

NA

NA

NA

0

0

6 %

6 %

Dosage b - conv

NA

NA

NA

NA

9 %

13 %

6 %

6 %

Dosage b - CM

NA

NA

NA

NA

3 %

3 %

9 %

10 %

Caution

NA

NA

NA

NA

13 %

22 %

3 %

10 %

Caution - conv

NA

NA

NA

NA

31 %

NA

16 %

NA

Caution - CM

NA

NA

NA

NA

13 %

22 %

9 %

10 %

Warning

NA

NA

NA

NA

NA

31 %

19 %

10 %

Warning - conv

NA

NA

NA

NA

NA

31 %

19 %

10 %

Warning - CM

NA

NA

NA

NA

NA

NA

NA

NA

Traffic light

NA

NA

NA

NA

NA

NA

16 %

23 %

Traffic light - conv

NA

NA

NA

NA

NA

NA

NA

23 %

Traffic light - CM

NA

NA

NA

NA

NA

NA

16 %

NA

Regulation – CM (only)

NA

NA

NA

NA

NA

NA

16 %

16 %

  1. NA not applicable – the attribute did not appear in the particular question
  2. Conv conventional medicine, CM complementary medicine
  3. aThe corresponding questions, whether seen in forward or reverse order, are combined here and presented as if the forward order has been seen by the participant (ie. question 1 data in the forward order and question 8 data in the reverse order has been aggregated)
  4. bDosage was considered to be a fixed attribute (the levels did not change) – it was included for realism
  5. cDenominator is 31 participants in question 8 due to missing eye-tracking data for participant 124