The role of ‘reference goods’ in contingent valuation: should we help respondents to ‘construct’ their willingness to pay?
通过对135名澳大利亚受访者的调查，研究了在条件价值评估中提供不同形式的参考商品对受访者支付意愿的影响，发现参考商品主要影响受访者对自身支付意愿的信心，而非数值本身。
A general population sample of 135 Australian respondents completed one of four contingent valuation surveys that asked them to value health benefits either in the absence of an explicit reference good or in the presence of one of three different forms of reference good. Results suggest that respondents have a 'ball-park' figure that is then challenged by the reference good. For values that appear far lower than, or similar to, this 'ball-park' figure, the reference good has little quantitative effect, but qualitatively appears to help respondents in their confidence in this value being their actual WTP. The implications for CV research in health care are outlined in the discussion.