Guideline for harmonisation of measures and protocols measuring antecedents of behaviour in surveys

Task 44 aims to select the most relevant measures related to consumer behaviour as an outcome for harmonisation and develop guidelines 1 Antecedents of behaviour Several different constructs such as willingness intention habit and loyalty have been used as antecedents or proxies of behaviour especially in studies where measuring actual behaviour is not possible The antecedents of behaviour have been operationalised in several ways but there are still no clear recommendations which methods and scales that are the best ones to use Reviewing and analysing the different measures will provide guidelines for best options to choose for different research questions Harmonising the used measures would enable to combine datasets and thereby in long term provide in the future an opportunity to follow how consumers behavioural tendencies have develop over time 2 Willingness to pay WTP Survey based techniques for measuring WTP can be divided into two types direct and indirect surveys in this task only WTP from survey data stated preferences will be harmonised Different ways of measuring WTP will be reviewed analysed and discussed in order to find the most appropriate selfreported measures and provide harmonised guidelines for them