Scale sensitivity and question order in the contingent valuation method
2014 (English)In: Journal of Environmental Planning and Management, ISSN 0964-0568, E-ISSN 1360-0559, Vol. 57, no 11, 1746-1761 p.Article in journal (Refereed) Published
This study examines the effect on respondents' willingness to pay to reduce mortality risk by the order of the questions in a stated preference study. Using answers from an experiment conducted on a Swedish sample where respondents' cognitive ability was measured and where they participated in a contingent valuation survey, it was found that scale sensitivity is strongest when respondents are asked about a smaller risk reduction first ('bottom-up' approach). This contradicts some previous evidence in the literature. It was also found that the respondents' cognitive ability is more important for showing scale sensitivity when respondents are asked about a larger risk reduction first ('top-down' approach), also reinforcing the result that a 'bottom-up' approach is more consistent with answers in line with theoretical predictions for a larger proportion of respondents.
Place, publisher, year, edition, pages
2014. Vol. 57, no 11, 1746-1761 p.
cognitive ability; contingent valuation; mortality risk; order effect; scale sensitivity
Research subject Economics
IdentifiersURN: urn:nbn:se:kau:diva-30061DOI: 10.1080/09640568.2013.839442ISI: 000342310400008OAI: oai:DiVA.org:kau-30061DiVA: diva2:665791