Ambivalent statements in contingent valuation studies: inclusive response formats and giving respondents time to think
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A recent concern in the valuation literature is the uncertainty respondents feel when
posed with willingness-to-pay questions for environmental amenities in hypothetical
market scenarios. Using a multiple-bounded discrete-choice format, the results
indicate that respondents become less ambivalent when allowed considerable time to
think about the valuation task before a response is elicited. In particular they tend to
reduce the reported willingness to pay associated with low certainty of paying, hence
resulting in more conservative welfare estimates. Implications for the application of
environmental valuation techniques are discussed.