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Can you be bothered? The role of participant motivation in the valuation of species conservation measures

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  • Nele Lienhoop
  • Anke Fischer

Abstract

Group-based approaches to the elicitation of stated preferences are considered particularly suitable for valuing unfamiliar or complex environmental goods. While such exercises provide participants with detailed information and time to think and deliberate, they require a considerable degree of motivation from the respondents. Effects of motivation on willingness to pay (WTP) tend to be ignored within the valuation research community, although similar effects have been reported in psychological literature. In this study, a novel approach using video recordings and behaviour coding of participants in group-based Market Stall meetings was employed to measure motivation as well as its impact on WTP and the theoretical and convergent validity of stated WTP. Indicators of motivation correlated significantly with both WTP statements and their validity, with more motivated individuals stating higher and more valid bids. These findings suggest that the recognition of motivation is an important novel element of research into stated preferences, particularly with respect to usefulness and quality of WTP measures.

Suggested Citation

  • Nele Lienhoop & Anke Fischer, 2009. "Can you be bothered? The role of participant motivation in the valuation of species conservation measures," Journal of Environmental Planning and Management, Taylor & Francis Journals, vol. 52(4), pages 519-534.
  • Handle: RePEc:taf:jenpmg:v:52:y:2009:i:4:p:519-534
    DOI: 10.1080/09640560902868405
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    Citations

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    Cited by:

    1. Szabó, Zoltán, 2011. "Reducing protest responses by deliberative monetary valuation: Improving the validity of biodiversity valuation," Ecological Economics, Elsevier, vol. 72(C), pages 37-44.
    2. Glenk, Klaus & Fischer, Anke, 2010. "Insurance, prevention or just wait and see? Public preferences for water management strategies in the context of climate change," Ecological Economics, Elsevier, vol. 69(11), pages 2279-2291, September.
    3. Fischer, Anke & Glenk, Klaus, 2011. "One model fits all? -- On the moderating role of emotional engagement and confusion in the elicitation of preferences for climate change adaptation policies," Ecological Economics, Elsevier, vol. 70(6), pages 1178-1188, April.
    4. Sauer, Uta & Fischer, Anke, 2010. "Willingness to pay, attitudes and fundamental values -- On the cognitive context of public preferences for diversity in agricultural landscapes," Ecological Economics, Elsevier, vol. 70(1), pages 1-9, November.

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