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Scale sensitivity and question order in the contingent valuation method

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  • Henrik Andersson
  • Mikael Svensson

Abstract

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.

Suggested Citation

  • Henrik Andersson & Mikael Svensson, 2014. "Scale sensitivity and question order in the contingent valuation method," Journal of Environmental Planning and Management, Taylor & Francis Journals, vol. 57(11), pages 1746-1761, November.
  • Handle: RePEc:taf:jenpmg:v:57:y:2014:i:11:p:1746-1761
    DOI: 10.1080/09640568.2013.839442
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    JEL classification:

    • D80 - Microeconomics - - Information, Knowledge, and Uncertainty - - - General
    • I10 - Health, Education, and Welfare - - Health - - - General
    • Q51 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Environmental Economics - - - Valuation of Environmental Effects

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