meaning each attribute level occurred equally often, which minimises
the variance in parameter estimates (Mangham et al.,
2009). Large numbers of choices can put high cognitive demand
on respondents (Weller et al., 2014), so to avoid bias caused by fatigue,
the 12 choice sets were split into two blocks of six, with each
respondent completing one randomly assigned block. A ‘neither’
option was provided to reduce error resulting from forced choices,
and the experiment was unlabelled to ensure that respondents
based their choice decisions on the attributes provided rather than
prior knowledge of the species named (Blamey et al., 2000;
Kontoleon and Yabe, 2006)