Willingness to Pay and Sensitivity to Time Framing: A Theoretical Analysis and an Application on Car Safety

Stated preference (SP) surveys attempt to obtain monetary values for non-market goods that reflect individuals’ “true” preferences. Numerous empirical studies suggest that monetary values from SP studies are sensitive to survey design and so may not reflect respondents’ true preferences. This study examines the effect of time framing on respondents’ willingness to pay (WTP) for car safety. We explore how WTP per unit risk reduction depends on the time period over which respondents pay and face reduced risk in a theoretical model and by using data from a Swedish contingent valuation survey. Our theoretical model predicts the effect to be nontrivial in many scenarios used in empirical applications. In our empirical analysis we examine the sensitivity of WTP to an annual and a monthly scenario. Our theoretical model predicts the effect from the time framing to be negligible, but the empirical estimates from the annual scenario are about 70 % higher than estimates from the monthly scenario.     

Combining stated and revealed choice research to simulate the neighbor effect: The case of hybrid-electric vehicles

According to intuition and theories of diffusion, consumer preferences develop along with technological change. However, most economic models designed for policy simulation unrealistically assume static preferences. To improve the behavioral realism of an energy–economy policy model, this study investigates the “neighbor effect,” where a new technology becomes more desirable as its adoption becomes more widespread in the market. We measure this effect as a change in aggregated willingness to pay under different levels of technology penetration. Focusing on hybrid-electric vehicles (HEVs), an online survey experiment collected stated preference (SP) data from 535 Canadian and 408 Californian vehicle owners under different hypothetical market conditions.Revealed preference (RP) data was collected from the same respondents by eliciting the year, make and model of recent vehicle purchases from regions with different degrees of HEV popularity: Canada with 0.17% new market share, and California with 3.0% new market share. We compare choice models estimated from RP data only with three joint SP–RP estimation techniques, each assigning a different weight to the influence of SP and RP data in coefficient estimates. Statistically, models allowing more RP influence outperform SP influenced models. However, results suggest that because the RP data in this study is afflicted by multicollinearity, techniques that allow more SP influence in the beta estimates while maintaining RP data for calibrating vehicle class constraints produce more realistic estimates of willingness to pay. Furthermore, SP influenced coefficient estimates also translate to more realistic behavioral parameters for CIMS, allowing more sensitivity to policy simulations.     

Addressing Heterogeneous Preferences Using Parametric Extended Spike Models

Some public programs simultaneously provide a mix of non-rejectable public goods and public bads. Consequently, some individuals would pay for the program, while others might instead need to becompensated. In this paper we estimate twoparametric extended spike models that accountfor positive and negative preferences as wellas indifference for the public good. Weillustrate the models using data on valuationof prescribed burning of underbrush in forests,which reduces the risk of catastrophicwildfires but also produces smoke emissions(the public bad). We compare the two empiricalapproaches to estimate willingness to pay (WTP)for the program and contrast these results withthose obtained from modeling specificationsthat only account for non-negative preferences.Substantial differences in public net benefitswere found between the most flexible parametricextended spike model and the simple spike modelwhere negative responses were coded as zero anda standard binary logit of only positivebidders. The results from the extended spikemodels demonstrated that accounting forindifference and negative values towards thepublic good resulted in substantially lowerwillingness to pay estimates.     

A new valuation question: analysis of and insights from interval open-ended data in contingent valuation

This paper introduces a type of open-ended valuation question where respondents state their willingness to pay in the form of an interval rather than a point estimate. Allowing the response to be expressed as an interval has advantages compared to traditional valuation questions: it captures potential valuation uncertainty, facilitates interpretation of uncertainty and most importantly, provides a richer set of information about individuals’ preferences. Furthermore, an open-ended willingness to pay format has advantages if a survey is carried out in more than one country. Too little is known about valuation uncertainty to represent willingness to pay only as an exact value. Therefore, this value should be complemented by upper and lower boundary estimates. In this paper I present new methods for estimating these different values. The methods are illustrated with results from a survey concerning wild salmon in the Vindel River, northern Sweden. The results suggest that the upper and lower boundaries provide a kind of confidence interval for the willingness to pay, which is encouraging for estimating these values to characterise willingness to pay. The results also illustrate that some earlier criticism in the literature of open-ended questions does not apply to the question presented in this paper.     

Flexible customer willingness to pay for bundled smart home energy products and services

Energy markets are rapidly changing with smarter, connected, more reliable infrastructure and cleaner generation on the supply side, and more choice, greater control and enhanced flexibility for customers. This paper examines willingness to pay for bundled smart home energy products and information services, using data from a set of two discrete choice experiments that were part of a survey by the regional energy provider of upstate New York. To let the data reveal how preferences are distributed in the population, a logit-mixed logit model in willingness-to-pay space and a combination of observed and unobserved preference heterogeneity was specified and fitted. Results show that residents of Tompkins County are willing to pay more than in other counties for residential storage, and that for home energy management there is an important generational divide with millennials being much more likely to perceive the economic value in the smart energy technologies. The flexible logit-mixed logit estimates provide evidence of important heterogeneity in preferences: whereas most of the population has a positive—albeit rather low—valuation of smart energy products and services, there is a considerable percentage of customers with negative perceptions.     

Position-Dependent order effects on the prediction of consumer preferences in repeated choice experiments

Using stated choice data collected by experimental design with repeated choice tasks, this study developed an approach to quantify the position-dependent order effects on the prediction of preferences and marginal willingness to pay for product attributes. Results showed that repeated choice tasks allow learning to occur. Models with order effect adjustments showed significant improvements in goodness of fit. Attribute-specific polynomial trends showed the best fit among all models, which could possibly be explained by respondents’ familiarity and sensitivity to different product attributes. Repeated-choice experiments have a good potential to capture consumer preferences more accurately than the single-choice design. But order effects need to be taken into account for preferences and market prediction.     

Valuing Local Environmental Amenity with Discrete Choice Experiments: Spatial Scope Sensitivity and Heterogeneous Marginal Utility of Income

Using discrete choice experiments we examine preferences for the spatial provision of local environmental improvements in the context of regeneration policies. Amenities we consider are: improvements to areas of open space, recreation facilities and other public spaces; street cleanliness; restoration of derelict properties; and the provision of paths dedicated to cycling and walking. We include the spatial scope of the policy as an attribute, making the trade-off between environmental amenity and its spatial provision explicit. We employ a novel estimator for average willingness to pay (WTP) for mixed logit models with a random cost coefficient, which is robust to the presence of price insensitive respondents and performs well relative to mixed logit estimation in WTP space. We find that the spatial scope of the policy affects both the intensity and heterogeneity of preferences, and that these effects are of statistical and economic significance.     

Elasticities of Demand and Willingness to Pay for Environmental Services in Sweden

Are environmental services luxuriesor necessities? Are low-income groupsrelatively more willing to pay forenvironmental improvements than high-incomegroups? The discussion on the shape of theenvironmental Kuznets curve and environmentaljustice call for analyses that approach thesequestions. Following a survey-based approachfor modelling the demand for public goods, thispaper provides estimates of income and priceelasticities of demand for reduced marineeutrophication effects in the case of theBaltic Sea, using data from five Swedishcontingent valuation studies. Point estimatesindicate that reduced marine eutrophicationeffects can be classified as a necessity and anordinary and price elastic service. Confidenceintervals show however that the classificationas a necessity is not statisticallysignificant. Income elasticities of willingnessto pay, not to be confused with incomeelasticities of demand, are estimated for abroad range of environmental services inSweden. A basic finding is that income tends toinfluence willingness to pay positively andsignificantly. The elasticity estimates are inmost cases greater than zero, but less thanunity, indicating that the benefits ofenvironmental improvements tend to beregressively distributed. In a cost-benefitanalysis of a project suggesting environmentalimprovements, distributional concerns thereforecall for an introduction of weights or at leasta sensitivity analysis of how weighting wouldchange decisions about the project's socialprofitability.     

Willingness to Pay for Voluntary Climate Action and Its Determinants: Field-Experimental Evidence

The determinants of individual, voluntary climate action (VCA) in combating climate change and its potential scale are frequently debated in public but largely underresearched. We provide estimates of the willingness to individually reduce EU greenhouse gas emissions by one ton, using the European Union Emissions Trading Scheme. Estimates are derived from an online field experiment with a large, highly heterogenous, and Internet-representative sample of voting-aged Germans. Jointly estimating willingness to pay (WTP), non-indifference to VCA, and prior knowledge, we uncover important determinants of preferences for VCA, such as education, the information structure among the population, and exogenous environmental conditions.     

Recreation demand estimation and valuation in spatially connected systems

Recreation demand models frequently are used to explain outdoor recreation behavior and to estimate willingness to pay for changes in environmental quality at recreation sites. Among the most commonly used recreation demand models are site choice models based on the multinomial logit framework, which account for the spatial relationships between each recreator's home and multiple alternative destinations thereby capturing the substitution possibilities among recreation sites. However, standard applications of this framework typically do not account for the possibility of spatial connections among the sites via movements of the target species, such as fish in connected water bodies in recreational angling applications or terrestrial species in hunting or wildlife viewing applications. In this paper we examine aspects of environmental valuation and natural resource dynamics that generally are addressed separately. Specifically, we show that in such spatially connected systems, a “reduced form” application of the standard site choice modeling approach, using proxy measures of environmental quality rather than direct measures of species abundances, can produce biased estimates of willingness to pay for environmental improvements. Furthermore, we show that under some conditions poorly targeted environmental improvements in spatially connected systems can lead to welfare decreases. In such systems a structural model of recreator site choices and species sorting behavior and population dynamics may be required to fully account for the spatial linkages among sites and the feedback effects between recreators and the target species.     

A Contingent Valuation Estimate of the Benefits of Wolves in Minnesota

In this paper we estimate the willingness topay for a wolf management plan and a wolfdamage plan in Minnesota using the contingentvaluation method. The theoretical definition ofwillingness to pay for wolf protection iscomposed of use and non-use values. Weincorporate a don't know response option in thedichotomous choice valuation questions. A largenumber of respondents answered don't know. Themultinomial logit model is used todifferentiate between don't know and noresponses. Non-use motives are importantfactors that explain willingness to pay. We usethese benefit estimates in combination with twoalternative cost estimates to consider theefficiency of the wolf management and damageplans. Both plans have estimated benefitsgreater than costs.     

PANEL DATA HEDONICS: ROSEN'S FIRST STAGE AS A “SUFFICIENT STATISTIC”

Traditional cross-sectional estimates of hedonic price functions can recover marginal willingness to pay for characteristics, but face endogeneity problems for estimating nonmarginal welfare measures. This article shows that when panel data on household demands are available, one can construct a second-order approximation to nonmarginal welfare measures using only the first-stage marginal prices. With repeated cross sections of product prices, the measure can be set identified or, under a single-crossing restriction, point identified. Bounds also can be constructed when there are mobility costs. Finally, a variant remains valid when individual preferences shift over time.     

What's the monetary value of distributive justice?

This paper proposes a model that can be implemented to estimate the willingness to pay for distributive justice, defined as distribution according to desert. We derive a formula that allows one to recover the willingness to pay for distributive justice from fiscal data and the estimated coefficients of a probit regression. Using this formula and data from a 1998 Gallup Social Audit, we find that on average the monetary value of justice for US households amounts to about one fifth of their disposable income. Moreover, we find evidence of markedly heterogeneous preferences for justice that differ by race and education.     

WTP- and QALY-Based Approaches to Valuing Health for Policy: Common Ground and Disputed Territory

This paper discusses links between two approaches to the value of health: the willingness to pay approach of environmental economics and the quality-adjusted life year approach of health economics. The approaches are used in cost-benefit and cost-effectiveness analyses of health interventions. Despite fundamental differences in the decision contexts and conceptual foundations of the two approaches, in current practice they are likely to lead to similar policy decisions. The paper also shows how research on the quality-adjusted life year (QALY) can be used to fill in gaps in the willingness to pay literature. The paper sketches a simple model that shows how to ``QALY-fy the value of a statistical life;' i.e., how to combine QALY estimates with estimates of the value of a statistical life to estimate willingness to pay for morbidity risks.Presented at the workshop “Economic Valuation of Health for Environmental Policy: Assessing Alternative Approaches," March 18–19, 2002, Orlando, Florida. I thank Glenn Blomquist, Mark Dickie, John Mullahy, Gary Zarkin and two anonymous referees for useful comments. All remaining errors are my own responsibility.     

Construct Validity of Dichotomous and Polychotomous Choice Contingent Valuation Questions

In this note we conduct construct validity tests for dichotomous choice (DC) and polychotomous choice (PC) contingent valuation questions. Contrary to previous results, we find that DC and PC estimates of willingness to pay are theoretically valid, convergent valid, and similar in terms of statistical precision. Similar to previous results, PC respondents are less sensitive to information than DC respondents. We conclude that DC and PC valuation questions are construct valid for this study. Sequential PC valuation questions could be used in studies where obtaining information about the certainty or intensity of respondent preferences would be useful.     

Willingness to pay for a Green Energy program: A comparison of ex-ante and ex-post hypothetical bias mitigation approaches

The most persistently troubling empirical result in the contingent valuation method literature is the tendency for hypothetical willingness to pay to overestimate real willingness to pay. Two approaches, ex-ante and ex-post, have been developed to mitigate or eliminate the overstatement of hypothetical willingness to pay. The ex-ante approach addresses hypothetical bias in the survey design stage while the ex-post approach addresses hypothetical bias with follow-up questions to the hypothetical willingness to pay question. We find that willingness to pay estimates are similar when either the ex-ante or ex-post approach are employed. Our results suggest that the approaches should be considered as complements and not substitutes. Employing both approaches to mitigate hypothetical bias we estimate that the annual benefits of the regional amenities associated with a Green Energy program in North Carolina are $186 million.     

HETEROGENEITY IN WILLINGNESS‐TO‐PAY FOR THEATRE PRODUCTIONS: INDIVIDUAL SPECIFIC WILLINGNESS‐TO‐PAY ESTIMATES FOR THEATRES,SHOWS AND THEIR ATTRIBUTES

This paper investigates people's preferences for live theatre, and heterogeneity in willingness‐to‐pay (WTP). A stated preference discrete choice model estimates utility and WTP for different attributes of theatre productions. Previous studies assumed fixed coefficients across all theatre‐goers. This study allows coefficients of attributes to vary across individuals in the population, providing information on the heterogeneity of tastes. Theatre‐goers' choices are used to estimate individual‐based parameters for a person's tastes in theatre productions. The analysis reveals the heterogeneity of tastes for different types of plays and ticket price; and the significance of ‘reviews’ by critics and ‘word of mouth’ opinions as important variables determining choice.     

Conditional-logit Bayes estimators for consumer valuation of electric vehicle driving range

Range anxiety – consumers’ concerns about limited driving range – is generally considered an important barrier to the adoption of electric vehicles. If consumers cannot overcome these fears it is unlikely that they will consider purchasing an electric car. Hence, a successful introduction of low emission vehicles in the market requires a full understanding of consumer valuation of driving range. By analyzing experimental data on vehicle purchase decisions in California, I derive and study the statistical behavior of Bayes estimates that summarize consumer concerns toward limited driving range. These estimates are superior to marginal utilities as parameters of interest in a discrete demand model of vehicle choice. One of the empirical results is the posterior distribution of the willingness to pay for electric vehicles with improved batteries offering better driving range. Credible intervals for this willingness to pay, as well as both parametric and nonparametric heterogeneity distributions, are also analyzed.     

THE ECONOMIC VALUE OF PREVENTING RESPIRATORY AND CARDIOVASCULAR HOSPITALIZATIONS

This article provides estimates of the economic benefits of reducing respiratory and cardiovascular hospitalizations based on cost of illness and willingness to pay. The willingness-to-pay estimates indicate that individuals value prevention of a five-day hospitalization event at an average of approximately $2,400. Average total costs of illness per hospitalization are $22,000–39,000. A comprehensive cost-of-illness estimate that includes value of time losses for the hospitalization and at-home recovery periods provides a close approximation of total costs borne by third parties plus individual willingness to pay. Both exceed previous cost-of-illness estimates by about 10–25%. (JEL D61, I18, Q25 )     

Preferences for alternative fuel vehicles of company car drivers

Costs of car ownership for company cars drivers and private car owners are very different. Car use, car choice decisions and preferences for car characteristics may therefore differ substantially between these two markets. In this paper, we present results of a study on the preferences of company car drivers for alternative fuel vehicles and their characteristics, based on data from an online stated choice experiment in the Netherlands. Results show that, assuming current car characteristics, preferences for alternative fuel vehicles, and for electric and fuel cell cars in particular, are substantially lower than those for the conventional technology. Limited driving ranges, long recharge/refuelling times and limited availability of refuelling opportunities, are to a large extent responsible for this. Preferences for alternative fuel vehicles increase considerably with improvements on these aspects, especially for the hybrid and flexifuel car. Under the current company car tax system in the Netherlands, which favours cleaner technologies, these two car types are even preferred to the conventional technology, assuming equal catalogue prices and personal monthly cost contributions. Comparing results with those from a similar choice experiment among private car owners shows that willingness to pay patterns for AFV improvements regarding driving range, recharge and refuelling times, fuel availability and diversity in AFV supply, are considerably different for company car drivers than for private car owners. Company and private car drivers may therefore react (very) differently to future improvements in AFV technology and fuel availability. We finally show that preferences of company car drivers for fuel cell and electric cars depend to a large extent on annual mileage. Market share simulations show that potential early adopters of electric and fuel cell cars can be found among people with a relatively low annual mileage.