Attributes and levels.

This paper addresses an important gap in discrete choice experiments literature regarding the effect of contextual priming on preferences and willingness to pay. Contextual priming arises when the mere context in which a survey takes place–whether interviewees are approached in areas related or unrelated to the target issue under evaluation–can sway stated choices. We found priming to have a significant effect on one of the analyzed attributes associated with managing a natural park. We recommend interviewing participants in locations that are neutral with respect to the attributes under investigation. This procedure would prevent researchers from communicating incorrect recommendations to policymakers, natural resource planners, and managers.