OBJECTIVES: In Discrete Choice Experiments (DCEs) oftentimes people are asked to make instant choices about complicated hypothetical topics, while in real life they are provided a certain amount of time-to-think (TTT) before deciding. This study empirically tested to which extent respondents’ decision-making and the outcomes of a DCE change when respondents are allowed time-to-think about their choice options.

METHODS: RESULTS: CONCLUSIONS: Offering respondents time-to-think in a DCE influences decision-making and preferences. Future DCEs in healthcare are advised to consider using this approach (i.e. mimicking real-life decision-making) to enhance the validity of the elicited preferences.