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The WTP/WTA discrepancy: A preliminary qualitative examination

Lookup NU author(s): Anthony Burton, Professor Susan Chilton, Martin Jones


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This paper explores the psychological foundations of the 'Willingness to Pay/Willingness to Accept' discrepancy. Using a qualitative approach we find that the two response modes appear to invoke different strategies for completion. An examination of the heuristics used by respondents to answer questions concerning the buying and selling of the chance to play a straightforward lottery shows that only some could be taken as supporting current theories which aim to explain the discrepancy.

Publication metadata

Author(s): Burton AC, Chilton SM, Jones MK

Publication type: Article

Publication status: Published

Journal: Environmental Values

Year: 2000

Volume: 9

Issue: 4

Pages: 481-491

ISSN (print): 0963-2719

ISSN (electronic): 1752-7015

Publisher: White Horse Press


DOI: 10.3197/096327100129342164


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