Journal
JOURNAL OF ENVIRONMENTAL ECONOMICS AND MANAGEMENT
Volume 58, Issue 2, Pages 236-250Publisher
ACADEMIC PRESS INC ELSEVIER SCIENCE
DOI: 10.1016/j.jeem.2008.12.003
Keywords
Laboratory experiment; External validity; Field experiment; Indirect questioning; Inferred valuation; Organic; Willingness-to-pay
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Several recent studies have found important differences between behavior in the laboratory and the field. We explore two possible causes for the divergence: social concerns and unfamiliarity with the traded good. Consistent with our conceptual model, we find that people overstated their preferences for relatively familiar goods with normative attributes and understated their preferences for a relatively unfamiliar good with low normative motivations in the laboratory as compared to the field. We also find that for goods with a normative dimension, a new method we refer to as inferred valuation has the potential to narrow the lab-field gap. In some cases willingness-to, pay obtained from a conventional valuation elicitation method is more than twice the value from the new inferred valuation approach. (C) 2009 Elsevier Inc. All rights reserved.
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