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Videos Improve Attention and Cheap Talk in Online Surveys

Jerrod Penn & Wuyang Hu

Frontiers of Economics in China2021https://doi.org/10.54605/fec20210206article
ABDC C
Weight
0.43

What the paper says

Cheap Talk (CT) is a mainstay technique among stated preference practitioners to reduce Hypothetical Bias (HB). The usefulness of CT may be questionable in online surveys due to the limited control researchers have on participant engagement. In the context of an online choice experiment on hotels, we compare a control group of respondents who receives a CT script as a traditional passage of text versus a group who must answer an attention-check question to verify their comprehension of the script as well as another group who receives the CT script as a video and then answer the attention-check question. We find that compared to the control group, simply offering the attention-check question reduced willingness to pay (WTP), and those who answer the attention-check question correctly behaved differently to those who did not. Overall, video CT script is shown to improve attention and be more effective in reducing potential HB than a text-based script.

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https://doi.org/https://doi.org/10.54605/fec20210206

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@article{jerrod2021,
  title        = {{Videos Improve Attention and Cheap Talk in Online Surveys}},
  author       = {Jerrod Penn & Wuyang Hu},
  journal      = {Frontiers of Economics in China},
  year         = {2021},
  doi          = {https://doi.org/https://doi.org/10.54605/fec20210206},
}

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Videos Improve Attention and Cheap Talk in Online Surveys

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Evidence weight

0.43

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.21 × 0.4 = 0.09
M · momentum0.80 × 0.15 = 0.12
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.