In this paper the results of an experiment comparing the dichotomous choice (DC) contingentvaluation (CV) approach with real purchase decisions for a consumer good are reported. In addition to comparing the standard DC CV approach with real decisions, we also test the hypothesis that a more...

The aim of this study was to compare hypothetical and real willingness to pay (WTP) in an experimental setting by eliciting WTP for a private good, a box of chocolates. The experimental subjects were randomly divided into two groups. One group received an open-ended hypothetical WTP question and...

Use of the contingent valuation method is controversial among economists because it is based on hypothetical rather than real choices. Previous experiments have suggested that the commonly used dichotomous choice contingent valuation method leads to hypothetical bias, i.e., overestimates the...