Article
Anchoring on Visual Cues in a Stated Preference Survey: The Case of Siting Offshore Wind Power Projects
Journal of Choice Modelling
(2021)
Abstract
We consider anchoring on visual cues in a contingent-behavior study of the effects of offshore
wind power projects on beach use on the East Coast of the United States. In an internet-based
survey of beachgoers, we show respondents visual simulations of wind power projects at three
offshore distances and vary the order in which respondents see the visuals – so some see near
visuals first and some see far visuals first. Respondents are asked how their trip-taking behavior
may be affected by the projects. In parametric and non-parametric analyses, we find strong
anchoring in the far-to-near ordering of the visuals and weak anchoring in the near-to-far
ordering. We also find greater dependence on the first-shown visual versus the most-recentshown
visual. Finally, we find some effects of having viewed wind turbines in real life before
entering the survey. The size of the anchoring effect has important policy implications insofar as it
affects the predicted change in visitation and hence measured impact of offshore wind power
projects. It also has implications for the interpretation of results from other stated preference
surveys using visuals and on how surveys are designed.
Keywords
- Anchoring,
- Visual Cues,
- Offshore Wind Power,
- Stated Preference
Disciplines
Publication Date
2021
Citation Information
George R Parsons and Lingxiao Yan. "Anchoring on Visual Cues in a Stated Preference Survey: The Case of Siting Offshore Wind Power Projects" Journal of Choice Modelling Vol. 38 (2021) Available at: http://works.bepress.com/george_parsons/63/