identical sequences of choice sets, and significant increases in marginal WTP are found for two out of four attributes. We find … further supported by the fact that the differences in WTP become insignificant when removing the first choice set from the …

, in a contingent valuation survey. Our results indicate a significantly higher WTP for the trained sub-sample, and WTP is …

for the ignored attributes to zero. We then separately estimate the marginal willingness to pay (WTP) for the whole sample … and for those who took all attributes into account. We find no significant differences in mean marginal WTP between these … ignored the attributes have a zero WTP. Hence, not taking into account whether respondents have considered the attribute could …