Allowing Consumers to Choose Quantities in Choice Experiments Impacts Consumer Choice, Rationality, and Willingness-to-Pay Estimates

Choice experiments are frequently used by industry and academic researchers to examine existing and hypothetical products. These experiments generally fix the quantity purchased and allow product attributes to vary. New choice experiments have explored allowing quantity to be a flexible choice attribute. In a recently published paper, we explored the potential differences and similarities between these two choice experiment frameworks. To illustrate these comparisons and any relative improvements by using a quantity choice framework, we used a between-subject design that assessed U.S. meat preferences