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This study addresses an important gap in the environmental stated preference valuation literature regarding the effects of alternative framing of discrete choice experiments’ attribute information. We explore the role of valence-based framing effects, arising when presenting equivalent outcomes by accentuating either the positive (e.g. more in good condition) or negative information (e.g. less in bad condition). Results show that preferences and willingness-to-pay are higher when negative information is emphasized. However, valence-based framing does not encourage behavioral shifts in respondents’ choice paradigm. Our study has implications for the design and modelling of discrete choice experiments and for environmental policy formulation.
- environmental valuation, discrete choice experiment, attribute framing, valence-based framing, peatland restoration, Scotland
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- 1 Finished
1/11/16 → 30/04/19