Effects of Inattention and Repeat Purchases: A Choice-Based Conjoint Study of Consumer Preferences for Farmstead Milk Attributes

Survey elicitation of consumer preferences for product attributes where survey-taker inattention bias exists can lead to irrational choices. Survey-taker measures, such as screen reading time, be confounded by repeat purchasers taking the survey. This study estimates willingness pay (WTP) farmstead milk attributes, including pasteurization type (VAT, HTST, Ultra), packaging (plastic, paper, glass), and homogenization/milkfat content (low-fat, whole, full-fat homogenized, cream-line) while controlling respondent inattention. These entail key equipment purchase decisions enter processing business. The survey design accounts effects prior purchases. Attribute premiums discounts were estimated using a random parameter logit model in WTP-space. Attentive/Repeat-purchase group 817 respondents prefers VAT or HTST pasteurized, low-fat milk, packaged plastic glass containers. Inattention with familiarity, effect being strongest among new customers.