Do scenario context and question order influence WTP? The application of a model of uncertain WTP to the CV of the morbidity impacts of air pollution

Abstract

This paper presents a general framework for modelling responses to contingent valuation questions when respondents are uncertain about their ‘true’ WTP. These models are applied to a contingent valuation data set recording respondents’ WTP to avoid episodes of ill-health. Two issues are addressed. First, whether the order in which a respondent answers a series of contingent valuation questions influences their WTP. Second, whether the context in which a good is valued (in this case the information the respondent is given concerning the cause of the ill-health episode or the policy put into place to avoid that episode) influences respondents’ WTP. The results of the modelling exercise suggest that neither valuation order nor the context included in the valuation scenario impact on the precision with which respondents answer the contingent valuation questions. Similarly, valuation order does not appear to influence the mean or median WTP of the sample. In contrast, it is shown that in some cases, the inclusion of richer context significantly shifts both the mean and median WTP of the sample. This result has implications for the application of benefits transfer. Since, WTP to avoid an episode of ill-health cannot be shown to be independent of the context in which it is valued, the validity of transferring benefits of avoided ill-health episodes from one policy context to another must be called into question