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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