When economists want to know the value of something, we typically look at the price it is traded for in a market. That works well when you want to know the value of an apple, a haircut, or a rare Pokémon card. It doesn't work at all for goods and services that are not traded in markets (like clean air) or those that are not traded because they don't yet exist (like vaccines for HIV). To value those goods and services, we need to apply non-market valuation.
I've previously written several posts about the contingent valuation method and its problems (most recently here), but it is one of several methods that are used for non-market valuation. A similar method is to run a discrete choice experiment, where survey participants are presented with a series of choices between different alternatives that have different characteristics, and are asked to choose the alternative they prefer. By getting participants to make a number of choices between different alternatives, researchers can establish how important each of the characteristics are to the participants. And if one of the characteristics is a price, then researchers can estimate how much participants are, on average, willing to pay for each characteristic.
One of the issues with the contingent valuation method is that it is vulnerable to context. For example, in this 2015 post I describe research that shows that research participants are less rational in their choices if they complete the task late at night. However, researchers may also be able to use context to improve their estimates of what people are willing to pay.
Consider this new article by Anthony Higney (University of Glasgow) and co-authors, published in the journal Ecological Economics (open access). They use a discrete choice experiment, conducted in an online sample of 1094 people from the UK, to measure willingness to pay for ecological restoration. Specifically, they presented each research participant with a series of choices about habitat restoration for birds, where the characteristics of each alternative included the habitat type (woodland, grassland, or arable farmland), the size of bird habitat (compared with baseline), and the quality of the habitat (in terms of the number of bird species), as well as a one-time donation amount. The inclusion of the donation amount means that Higney et al. can use the results to estimate the willingness-to-pay for each of the other characteristics.
Research participants were randomised so that half of the participants had access to a sound recording of birdsong for each of the alternatives (the treatment group), while the other half had no birdsong (the control group). Higney et al. essentially argue that listening to birdsong increases the salience of the habitat quality in the participants' decisions about which alternative to choose. They found that:
...the treatment of playing birdsong causes respondents to be less sensitive to costs in making their choices and rate quality changes from the status quo more highly.
Higney et al. can't tell whether their respondents actually listened to the birdsong or not. So, what their results really say is that respondents who had access to birdsong were willing to pay more for habitat restoration than respondents who did not have access. How much more? The willingness-to-pay for medium-quality habitat (compared with low-quality) was £276.5 higher for those with access to birdsong than those without access, while the willingness-to-pay for high-quality habitat (compared with low-quality) was £274.6 higher. That compares with a baseline willingness-to-pay in the control group of £99.5 for medium quality, and £86.0 for high quality. Interestingly, much of the difference arose because respondents who had access to birdsong were less sensitive to the donation amount, rather than simply placing greater value on improvements in habitat quality.
One reason for caution about the size of these estimates is that the highest donation amount participants were offered in the experiment was £200, which is smaller than the estimated willingness-to-pay for medium-quality and high-quality habitat among the treatment group. So, participants were never actually asked to consider donation amounts as high as their estimated willingness-to-pay. This is not an unusual outcome in this sort of hypothetical exercise, but some follow-up research using a wider range of donation amounts would be useful.
Overall, there was no significant difference in willingness-to-pay between the medium-quality and high-quality habitats (either for the treatment or the control group), and Higney et al. don't have a good explanation for why people weren't sensitive to the quality of habitat restoration beyond medium quality. That would also be a good avenue for future research.
Why would listening to birdsong change what people are willing to pay for habitat restoration? Higney et al. suggest that this could be due to framing:
Listening to the sound clips might have reduced the use of cognitive shortcuts in the treatment group. This could include negativity bias, i.e. giving disproportionate weight to negative information such as the payment vehicle...
Alternatively, respondents in the treatment group may consciously place less weight on other aspects of their choice because the sounds make them feel more connected to nature.
Framing does seem like an obvious explanation, and Higney et al. show in a follow-up regression analysis that participants who had access to birdsong reported significantly greater feelings of connection to nature. That is consistent with the addition of the sound clip meaningfully changing how the alternatives are interpreted. Higney et al. intentionally created sound clips to match the quality of the habitat they were asking about. It would have been interesting to run the same exercise, but with every sound clip being the same (or very similar) generic level of birdsong. Or to have two treatments: (1) generic birdsong; and (2) birdsong that conveys the quality of habitat. That may have helped tease out whether the participants were receiving better information about the alternatives by having access to the sound clip, or whether they were simply feeling more connected to nature after hearing the birdsong.
When valuing the benefits of ecological restoration, we can't rely on market prices and so non-market valuation techniques are really important. The way that we undertake those non-market valuation exercises is important, and understanding how framing affects people's decisions in discrete choice experiments is important for designing research that will give us the most accurate assessment of value. This research can't tell us whether playing birdsong to research participants gives us estimated willingness-to-pay that is closer to the 'true' value. But it does tell us that the information that research participants are presented with, and how that information is presented, matters.







