Embedding Effects in Contingent Valuation Applications to Cultural Capital: Does the Nature of the Goods Matter?

The paper’s argument is that the specific characteristics of cultural heritage goods help minimise insensitivity to the scope, also known as the embedding effect, of contingent valuation (CV) estimates. This bias happens when estimates of willingness to pay (WTP) do not increase with the quantity of the goods presented, as expected from economic theory. The presence of such effect has been actively debated in the literature since it raises major concerns about the validity of the method itself and its uses within a social cost benefit analysis framework. The research presented in this paper discusses one of the few methodological studies testing the embedding effect within and across samples for cultural heritage goods. The research uses empirical data gathered from three independent and comparable samples focusing on the archaeological park of Campi Flegrei in Italy and two of its components: the Castle of Baia and the archaeological park of Cuma. Findings successfully prove that CV estimates relate to the quantity being valued and could be used with confidence by policy makers concerned with an inclusive, sustainable approach to cultural capital management.