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AbstractThis paper investigates people's preferences for live theatre, and heterogeneity in willingness‐to‐pay (WTP). A stated preference discrete choice model estimates utility and WTP for different attributes of theatre productions. Previous studies assumed fixed coefficients across all theatre‐goers. This study allows coefficients of attributes to vary across individuals in the population, providing information on the heterogeneity of tastes. Theatre‐goers' choices are used to estimate individual‐based parameters for a person's tastes in theatre productions. The analysis reveals the heterogeneity of tastes for different types of plays and ticket price; and the significance of 'reviews' by critics and 'word of mouth' opinions as important variables determining choice.

This paper is in closed access until 27th Feb 2020. ; This research focuses on the effects of different types of service attributes and context-based government policies, along with product attributes, on Chinese consumers' adoption of electric vehicles (EVs). Based on a stated choice experiment involving over 1,000 respondents in different cities of China, a mixed logit (MXL) model shows that typical product attributes are consistently important for potential car buyers, but that charging service has a mixed effect, depending on the level of service provision and speed. Specifically, the availability of a home charging facility has the strongest influence on consumers' choice to purchase EVs, and the service speed of public fast service stations is also significant. In relation to government policies, this study finds that in addition to government subsidy, free licensing policy for EVs is very attractive for consumers, compared to the lottery-based licensing for conventional petrol vehicles (PVs). We find that Chinese consumers have the highest willingness to pay for obtaining a free vehicle license for EVs (106,144 RMB on average) and being permitted to install a home charging post (91,039 RMB on average). Our findings imply the importance of considering consumers' perceived inconvenience associated with using EVs compared to buying and using conventional PVs. Furthermore, policy makers should consider the heterogeneous preference towards EVs when designing intervention policies in the Chinese market.

The growing rate of obesity has recently required governments to divert considerable resources in the promotion of healthy lifestyles. We explored the relative effectiveness in inducing healthy behaviour change of three different communication strategies about the benefits of an intervention that reduces the mortality risks of cardiovascular disease (CVD) and encourages respondents to embrace healthier lifestyles. We designed a Discrete Choice Experiments questionnaire to analyse the trade-off between lifestyles, defined in terms of diet and exercise, and reduction in cardiovascular disease (CVD) mortality risk. We set three ways of framing an identical benefit: (A) as a reduction in mortality risk from cardiovascular disease, (B) as an increase in months of life expectancy, and (C) as an increase in the probability of reaching an individual's full lifespan. The experiment was tailored for each subject in the sample according to his/her individual's baseline information on diet and physical activity. During the period February 2010 - July 2011, we interviewed 1,008 individuals in Northern Ireland, split randomly into three samples for the three CVD risk reduction frames. Considering the models' goodness of fit and significance, we conclude that the most effective way of communicating these CVD health benefits is using an increase in life expectancy, since with this frame individuals are more inclined to state that they would change to a healthier lifestyle.