Unravelling theory in choice analysis: do consumers fill in the blanks?
(2025)
Journal Article
Kristina Edenbrandt, A., & Haesler, B. (2025). Unravelling theory in choice analysis: do consumers fill in the blanks?. European Review of Agricultural Economics, https://doi.org/10.1093/erae/jbaf009
Unravelling theory postulates that consumers assume products without quality information are of the lowest quality. In a discrete choice experiment (DCE) with 1987 respondents from the UK, we find evidence against this assumption. Affirmative disclos... Read More about Unravelling theory in choice analysis: do consumers fill in the blanks?.