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Giving Stated Preference Respondents "Time to Think": Results From Four Countries

dc.contributor.author Cook, J
dc.contributor.author Jeuland, M
dc.contributor.author Maskery, B
dc.contributor.author Whittington, D
dc.date.accessioned 2012-11-07T20:50:48Z
dc.date.issued 2012-04-01
dc.identifier.issn 0924-6460
dc.identifier.uri https://hdl.handle.net/10161/5985
dc.description.abstract Previous studies have found that contingent valuation (CV) respondents who are given overnight to reflect on a CV scenario have 30-40% lower average willingness-to-pay (WTP) than respondents who are interviewed in a single session. This "time to think" (TTT) effect could explain much of the gap between real and hypothetical WTP observed in experimental studies. Yet giving time to think is still rare in binary or multinomial discrete choice studies. We review the literature on increasing survey respondents' opportunities to reflect on their answers and synthesize results from parallel TTT studies on private vaccine demand in four countries. Across all four countries, we find robust and consistent evidence from both raw data and multivariate models for a TTT effect: giving respondents overnight to think reduced the probability that a respondent said he or she would buy the hypothetical vaccines. Average WTP fell approximately 40%. Respondents with time to think were also more certain of their answers, and a majority said they used the opportunity to consult with their spouse or family. We conclude with a discussion of why researchers might be hesitant to adopt the TTT methodology. © 2011 Springer Science+Business Media B.V.
dc.publisher Springer Science and Business Media LLC
dc.relation.ispartof Environmental and Resource Economics
dc.relation.isversionof 10.1007/s10640-011-9508-4
dc.title Giving Stated Preference Respondents "Time to Think": Results From Four Countries
dc.type Journal article
duke.contributor.id Jeuland, M|0379839
duke.description.issue 4
duke.description.volume 51
dc.relation.journal ENVIRONMENTAL AND RESOURCE ECONOMICS
pubs.begin-page 473
pubs.end-page 496
pubs.issue 4
pubs.organisational-group Civil and Environmental Engineering
pubs.organisational-group Duke
pubs.organisational-group Duke Population Research Center
pubs.organisational-group Duke Population Research Institute
pubs.organisational-group Environmental Sciences and Policy
pubs.organisational-group Global Health Institute
pubs.organisational-group Institutes and Provost's Academic Units
pubs.organisational-group Nicholas School of the Environment
pubs.organisational-group Pratt School of Engineering
pubs.organisational-group Sanford School of Public Policy
pubs.organisational-group University Institutes and Centers
pubs.publication-status Published
pubs.volume 51


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