Internal validity in discrete choice experiments: varying the position of the price attribute

This article presents an analysis of internal validity in discrete choice experiments. Prior studies have analysed the importance of the order of attributes within a multiple choice context, but few have specifically analysed the importance of the location of the price attribute. The internal validity was analysed while considering variations in the position of the price attribute in the choice cards. Results show differences in the estimates of willingness to pay according to the price-location version used: at the beginning, in the middle or at the end of the choice card.