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Eliciting Household and Individual Willingness to Pay and Aggregation

出版	SSRN, 2005
URL	http://books.google.com.hk/books?id=m4rjzwEACAAJ&hl=&source=gbs_api

註釋This paper examines how respondents model the standard open-ended willingness to pay question: what is your maximum willingness to pay (WTP)? Do they give total household WTP or do they give personal WTP? Several papers in the literature have used this format and decided ex-post to model the valuations as either household or individual valuations. In the context of valuing public broadcasting in Ireland, we asked respondents a follow-up question to determine whether the initial response was a personal or household bid. We examine the effects of this issue on aggregating the benefits derived from public broadcasting and analyzing the distributional effects of public broadcasting. We discuss our results in the context of the need for the development of psychological models of economic valuation that emphasize household factors as well as individual factors.