Yea-Saying in Contingent Valuation Surveys
针对条件价值评估调查中支付意愿被高估的问题，提出一种新的“不协调最小化”询问格式，并与传统二分选择格式及减少矛盾的多项选择格式进行实证比较，结果显示新格式有改进效果。
A number of recent papers have provided estimates of willingness to pay derived in contingent valuation surveys exceeding those revealed in experimental or real-life markets. One possible explanation for the overestimation of values is the presence of yea-saying. With the objective of reducing the occurrence of yea-saying, a new elicitation format, referred to as the dissonance-minimizing (DM) format, is proposed. An empirical comparison of the DM format with the conventional dichotomous-choice (DC) format and the ambivalence-reducing polychotomous choice (PC) format suggested by Ready, Whitehead, and Blomquist (1995) is made. Results are encouraging for the DM.