What is it about?

Conducted in three different regions of Ethiopia with dominant but diverse livestock production systems, the study assesses the willingness of farmers to pay for various market facilities, such as veterinary clinics, market sheds for resting or holding livestock, watering troughs, toilets, and feed stalls or stores.

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Why is it important?

Our results imply that researchers studying the behaviors of rural communities in developing countries using discrete choice experiments could address issues related to heuristics if they reminded respondents of the need to pay attention to all elements in the experiment. This is very important unless understanding the choice decision-making process itself is a point of interest. The development of livestock markets is an investment that Ethiopia needs to make as part of the effort to transform the livelihoods of agricultural communities. This investment needs to be evidence-based to ensure that the country's limited resources are used efficiently. Therefore, the evidence presented in this study contributes to the Ethiopian agricultural growth and transformation plan.


Understanding the choice behavior of consumers is an important part of applied economics research. We hope that what we have shown in this study will help other researchers to further investigate ways of eliciting and explaining stated preferences for nontraded goods and services.

Girma T. Kassie
International Center for Agricultural Research in the Dry Areas

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This page is a summary of: Would a simple attention-reminder in discrete choice experiments affect heuristics, preferences, and willingness to pay for livestock market facilities?, PLoS ONE, July 2022, PLOS,
DOI: 10.1371/journal.pone.0270917.
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