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Conversely, non-traders (Worst) had the lowest environmental concerns and subjective norms.
The paper offers demographic and psychographic profiles of non-traders facilitated by additional items being included in the experiment.
Non-traders (Best) scored significantly higher on environmental concerns and subjective norms and were more likely to rate their intention to purchase and use an EV higher.
From a choice modelling perspective, keeping non-traders in the estimation biases the taste parameters and therefore the willingness-to-pay (WTP) measures.
While there was little difference between the demographic profiles, the attitudinal scores of the non-traders were significantly higher than for traders, which may indicate social desirability.
There's lots of talk about "short squeezes" and "holding positions" that make absolutely no sense to non-traders and the show doesn't bother with much exposition about what it all means.
However, when incorporating the worst alternatives into the choice models, the 'social desirability' non-traders do appear to be making decisions based on the attributes, which is consistent with the rest of the sample.
This point of view makes exclusion of non-traders inappropriate.
An average proportion of 57 % of non-traders has been reported by Arnesen and Trommald [ 1].
Moreover, people with lower education levels have a higher propensity to be non-traders [ 21, 49].
Some researchers apply criterion 4 and exclude non-traders in their analysis [ 67– 69], but this is not common practice.
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