Value in health : the journal of the International Society for Pharmacoeconomics and Outcomes Research
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Randomized Controlled Trial
Does attribute framing in discrete choice experiments influence willingness to pay? Results from a discrete choice experiment in screening for colorectal cancer.
Recent reviews of discrete choice methodology identified methodological issues warranting further exploration, including the issue of "framing." The objective of this study was to conduct a methodological exploration of the effect of attribute framing on marginal rates of substitution (MRS), including willingness to pay (WTP) from a discrete choice experiment (DCE), within the context of colorectal cancer screening preferences. ⋯ Attribute framing can influence willingness to pay and benefit: harm trade-offs from DCEs. Appropriate design and analysis methods should be explored to further characterize the influence and extent of framing in discrete choice studies.