Data Validity of Willigness to Pay Measures under Preference Uncertainty.rar

Recent studies in the marketing literature developed a new method for eliciting willingness to pay (WTP) with an open-ended elicitation format: the Range-WTP method. In contrast to the traditional approach of eliciting WTP as a single value (Point-WTP), Range-WTP explicitly allows for preference uncertainty in responses. The aim of this paper is to apply Range-WTP to the domain of contingent valuation and to test for its theoretical validity and robustness in comparison to the Point-WTP. Using data from two novel large-scale surveys on the perception of solar radiation management (SRM), a little-known technique for counteracting climate change, we compare the performance of both methods in the field. In addition to the theoretical validity (i.e. the degree to which WTP values are consistent with theoretical expectations), we analyse the test-retest reliability and stability of our results over time. Our evidence suggests that the Range-WTP method clearly outperforms the Point-WTP method. <br>

营销学领域的近期研究开发了一种采用开放式测度方式的支付意愿（Willingness to Pay, WTP）测度新方法：区间型支付意愿法（Range-WTP）。相较于传统的将支付意愿设定为单一数值的点型支付意愿法（Point-WTP），区间型支付意愿法明确允许受访者在作答时体现偏好不确定性。本文旨在将区间型支付意愿法应用于条件价值评估（Contingent Valuation）领域，并与点型支付意愿法对比，检验其理论有效性与稳健性。本研究使用两项针对太阳辐射管理（Solar Radiation Management, SRM，一种鲜为人知的气候变化减缓技术）认知的新型大规模问卷调查数据，对比了两种方法在实地场景中的表现。除理论有效性（即支付意愿数值与理论预期的契合程度）外，我们还分析了研究结果随时间推移的重测信度与稳定性。研究结果表明，区间型支付意愿法的表现显著优于点型支付意愿法。