The Value of Agricultural Economics Extension Programming: An Application of Contingent Valuation

We used contingent valuation to estimate participant willingness to pay (WTP) for agricultural economics extension programming. The data, collected from evaluation forms used for a series of outlook meetings conducted by faculty from Ohio State University, and subsequent analysis suggest participant private benefits exceeded departmental costs of conducting the program (benefit-cost ratios of 1.07 under conservative assumptions and 1.74 under moderate assumptions). We also explore the revenue generation potential from alternative program pricing and discuss the potential for developing differentiated programs to reach distinct audience segments. Additional research necessary before implementing alternative pricing or program differentiation plans is also discussed. Copyright 2004 American Agricultural Economics Association