How Do Stated Attribute Cut‐Off Values Influence Attention and Subsequent Willingness to Pay? Evidence From an Eye‐Tracking Food Choice Experiment

ABSTRACT Individuals have cognitive limits and systematically rely upon heuristics when making decisions. One such example is threshold‐based heuristics where decision makers use attribute cut‐offs to screen and eliminate alternatives from their choice set that do not satisfy their cut‐off levels for critical attributes. Failure to account for information on attribute cut‐offs can generate biased estimates in choice models. This study addresses stated attribute cut‐offs in discrete choice experiments using eye‐tracking technology. We assess the relationship between hard stated attribute cut‐off levels and visual attention data extracted from eye tracking. We then investigate how incorporating this information into choice models affects willingness to pay. Three main results can be reported: (1) a considerable number of individuals stated that they have attribute cut‐offs, (2) attention increased for attributes that individuals stated they have a cut‐off for and (3) stated cut‐off levels and visual attention independently affected individuals' willingness to pay, with weak interaction effects. We discuss the implications of the results for researchers and business practitioners.