How best to present complex ecosystem information in stated preference studies?

Eppink, F. V., Hanley, N. and Tucker, S. (2019) How best to present complex ecosystem information in stated preference studies? Ecological Economics, 158, pp. 20-25. (doi: 10.1016/j.ecolecon.2018.12.020)

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Abstract

This study examines the most effective way to present complex information in the context of ecosystem service-based assessments of landscape-level decision-making, using choice consistency as a way of measuring what is “most effective”. The experiment compares a verbal presentation of information with a variety of visualisations of the same information in a discrete choice experiment about a catchment management plan in New Zealand. The analysis uses a scale heterogeneity model to identify inter-subject differences in choice consistency, measured as the relative weight of the deterministic and random components of utility. The results indicate that choice consistency is reduced when information is presented visually rather than verbally. Radar graphs reduce choice consistency more than histograms or colour maps. The time required to complete the choice tasks also increased when information was not verbal, suggesting that cognitive processing of verbal and visual information occurs quite differently.

Item Type:Articles
Additional Information:This study was funded by Manaaki Whenua Landcare Research, New Zealand under Job Number 683120-0179.
Status:Published
Refereed:Yes
Glasgow Author(s) Enlighten ID:Hanley, Professor Nicholas
Authors: Eppink, F. V., Hanley, N., and Tucker, S.
College/School:College of Medical Veterinary and Life Sciences > School of Biodiversity, One Health & Veterinary Medicine
Journal Name:Ecological Economics
Publisher:Elsevier
ISSN:0921-8009
ISSN (Online):0921-8009
Published Online:24 November 2018

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