Scandinavian Working Papers in Business Administration
Working Papers,
Örebro University, School of Business
No 2006:7: Cognitive Ability and Scale Bias in the Contingent Valuation Method - An Analysis of Willingness to Pay to Reduce Mortality Risks
Mikael Svensson () and Henrik Andersson ()
Additional contact information
Mikael Svensson: Department of Business, Economics, Statistics and Informatics, Postal: Örebro University, Department of Business, Economics, Statistics and Informatics, SE - 701 82 ÖREBRO, Sweden
Henrik Andersson: Department of Transport Economics, Postal: Swedish National Road and Transport Research Institute (VTI), Department of Transport Economics, SE - 581 95 LINKÖPING, Sweden
Abstract: This study investigates whether or not the scale bias found in contingent valuation (CVM) studies on mortality risk reductions is a result of cognitive restraints among respondents. Scale bias refers to insensitivity and non near-proportionality of the respondents' willingness to pay (WTP) to the size of the risk reduction. Two hundred Swedish students participated in an experiment where their cognitive ability was tested before they took part in a CVM-study where they were asked about their WTP to reduce bus-mortality risk. The results imply that WTP answers from respondents with a higher cognitive ability are less flawed by scale bias.
Keywords: Cognitive Ability; Contingent Valuation; Mortality Risk; Near-Proportionality; Scale Bias
28 pages, First version: October 26, 2006. Revised: February 12, 2007.
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