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An Experiment in Contingent Valuation and Social Desirability

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  • Laughland, Andrew S.
  • Musser, Wesley N.
  • Musser, Lynn M.

Abstract

Social desirability (SD) represents the problem of subjects responding with social norms rather than individual values. This paper briefly surveys the SD literature and considers its relevance for contingent valuation (CV) studies. In an empirical study, undergraduate students were administered the Mariowe-Crowne Social Desirability Scale, as well as CV questions. High SD scores were hypothesized to imply a greater likelihood of offering a protest reason for a zero bid and to increase bids for socially desirable commodities. While all hypotheses were not supported, the empirical results suggest that SD can influence CV responses and should not be dismissed prematurely.

Suggested Citation

  • Laughland, Andrew S. & Musser, Wesley N. & Musser, Lynn M., 1994. "An Experiment in Contingent Valuation and Social Desirability," Agricultural and Resource Economics Review, Cambridge University Press, vol. 23(1), pages 29-36, April.
    • Handle: RePEc:cup:agrerw:v:23:y:1994:i:01:p:29-36_00
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    1. Kealy, Mary Jo & Montgomery, Mark & Dovidio, John F., 1990. "Reliability and predictive validity of contingent values: Does the nature of the good matter?," Journal of Environmental Economics and Management, Elsevier, vol. 19(3), pages 244-263, November.
    2. Kahneman, Daniel & Knetsch, Jack L., 1992. "Valuing public goods: The purchase of moral satisfaction," Journal of Environmental Economics and Management, Elsevier, vol. 22(1), pages 57-70, January.
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    2. Crastes dit Sourd, Romain & Zawojska, Ewa & Mahieu, Pierre-Alexandre & Louviere, Jordan, 2018. "Mitigating strategic misrepresentation of values in open-ended stated preference surveys by using negative reinforcement," Journal of choice modelling, Elsevier, vol. 28(C), pages 153-166.
    3. Collins, Alan R. & Rosenberger, Randall S., 2007. "Protest Adjustments in the Valuation of Watershed Restoration Using Payment Card Data," Agricultural and Resource Economics Review, Northeastern Agricultural and Resource Economics Association, vol. 36(2), pages 1-15, October.
    4. Franceschi, Dina & Vásquez, William F., 2011. "Do Supervisors Affect the Valuation of Public Goods?," Agricultural and Resource Economics Review, Northeastern Agricultural and Resource Economics Association, vol. 40(2), pages 1-17, August.
    5. Echessah, Protase N. & Swallow, Brent M. & Kamara, Damaris W. & Curry, John J., 1997. "Willingness to contribute labor and money to tsetse control: Application of contingent valuation in Busia District, Kenya," World Development, Elsevier, vol. 25(2), pages 239-253, February.
    6. Börger, Tobias, 2011. "A direct test of socially desirable responding in contingent valuation interviews," FZID Discussion Papers 40-2011, University of Hohenheim, Center for Research on Innovation and Services (FZID).
    7. Börger, Tobias, 2013. "Keeping up appearances: Motivations for socially desirable responding in contingent valuation interviews," Ecological Economics, Elsevier, vol. 87(C), pages 155-165.
    8. Shiell, Alan & Sperber, Daniel & Porat, Carly, 2009. "Do taboo trade-offs explain the difficulty in valuing health and social interventions?," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 38(6), pages 935-939, December.
    9. Kamuanga, Mulumba & Swallow, Brent M. & Sigue, Hamade & Bauer, Burkhard, 2001. "Evaluating contingent and actual contributions to a local public good: Tsetse control in the Yale agro-pastoral zone, Burkina Faso," Ecological Economics, Elsevier, vol. 39(1), pages 115-130, October.

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