Does 'price framing' influence empirical estimates in Discrete Choice Experiments: The case study for the South African wine

The data reveals that while the rank order of importance of attributes, signs, and significance levels are similar for the two samples, they differ in the parameter magnitudes. [...] In this situation, rather than the nature of the good or service, preferences are more likely to change due to the information offered and the 4 settings specified in the questionnaire. [...] Howard and Salkeld (2009) used a discrete choice experiment to investigate the impact of attribute framing on marginal rates of substitution and the WTP in the context of colorectal cancer screening preferences. [...] The conditional probability of seeing a sequence of individual choice t from the choice sets is the product of the conditional probabilities (Carlsson et al., 2003). [...] The rationale of these two fundamental analyses is to compare estimates of the experiments and see if there are variations in terms of the rank order of importance of the attributes, statistical level of significance; sign; the magnitude of parameters; and the WTP estimates.