Journal #J-01/2001 |
How do Respondents with Uncertain Willingness to Pay
Answer Contingent Valuation Questions?
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Richard Ready1, Ståle Navrud & Richard Dubourg2 |
Department of Economics & Social Sciences
Agricultural University of Norway
PO Box 5033, N-1432 Ås, Norway
http://www.nlh.no/ior/
e-mail: stale.navrud@ior.nlh.no |
(1)Richard Ready is currently at the Dept. of Agricultural Economics and Rural Sociology, Penn State University, (http://www.aers.psu.edu/), e-mail: rready@psu.edu
(2)Richard Dubourg is currently at CSERGE, University College London
Ready, R., S. Navrud & R. Dubourg (2001): "How do Respondents with Uncertain Willingness to Pay Answer Contingent Valuation Questions?", Land Economics, 77(3).
Abstract:
Four elicitation methods are compared in a split-sample contingent valuation study valuing avoidance of episodes of ill health linked to air pollution: two discrete methods and two more-continuous methods. To minimize differences across treatments in implied value cues, respondents in all treatments were given a payment card as a visual response aid. Respondents to a traditional payment card (PC) question gave willingness-to-pay values that were lower than those implied by dichotomous choice (DC) responses, consistent with several previous studies. However, follow-up questions showed that DC respondents were less certain of their stated behavior than were PC respondents - that is they were less sure that they would actually pay the amount they indicated. When respondents were told to be ÿalmost certainÿ of their responses, there was no significant difference between responses to the DC and the PC format.
Key words: Contingent valuation, uncertainty, willingness-to-pay
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