We use data from an Internet-based survey and estimate the benefits of an oyster consumption safety policy with the contingent valuation method. In addition to providing a context-specific estimate of willingness-to-pay for oyster safety, we consider an important issue in the contingent valuation mortality risk reduction literature. A number of studies find that willingness-to-pay for mortality risk reduction is not sensitive to the scope of the risk change. We present the scope test as a difference in the number of lives saved by the program, instead of small changes in risk, and find that referendum votes are responsive to scope. A third feature of this article is that we identify those at-risk respondents who would most benefit from the policy and decompose willingness-to-pay into use values and altruistic nonuse values. We find that willingness-to-pay per life saved ranges from $3.95 million to $7.69 million for the private good of lives saved when the respondent is at risk (i.e., use values). Willingness-to-pay per life saved including both use and altruistic nonuse values ranges from $6.89 million to $12.87 million.

Recent research examining voting behavior in contingent valuation referenda informs on how consequential survey respondents behave and its impact on willingness-to-pay (WTP) values. This research attempts to examine whether this behavior holds across population subgroups. We consider resident and nonresident users of artificial reefs and find improved construct validity for our resident models over nonresident models. Specifically, resident behavior is in line with a priori expectations with consequential residents more likely to vote in favor of a policy for additional reef funding – a result that is consistent with the “protest no” literature. Consequently, consequential resident voters exhibit a greater WTP than inconsequential voters. Nonresident behavior differs, however. For this subgroup, consequentiality does not influence voting behavior and WTP values do not differ by consequentiality. Overall, more work is required to appropriately identify WTP values for nonresident populations, particularly from a benefit-cost perspective, where appropriately identifying subgroup WTP values are a critical component of measuring the net present value of a given policy.

We fuse and jointly estimate revealed and stated preference data over the BP Deepwater Horizon oil spill time horizon to analyze the potential for a new seafood traceability system to mitigate long-run decreases in product demand following a major contamination event. Findings indicate that traceability information flows that provide more precise information to oyster consumers regarding the location of harvest ameliorate consumers' perceived risk of eating oyster meals after the spill, leading to a significant increase in demand. Further, the magnitude of the increase is greater than the negative long-term, post-spill effects, leading to overall welfare gains. However, any price increase associated with the information will mitigate the initial welfare gains. Overall, our findings suggest that the potential success of a new seafood traceability system depends on implementation costs and the extent to which price increases are passed on to consumers.

In this study we compare willingness to pay for a seafood traceability system from contingent behavior demand and contingent valuation referendum vote models using data from a survey of Gulf of Mexico oyster consumers following the BP oil spill in 2010. We estimate a random effects model of oyster demand using contingent behavior data and find that a traceability program increases demand and consumer surplus. We estimate a referendum model for the seafood traceability program using contingent valuation data. We find that welfare estimates from the contingent behavior and contingent valuation methods are convergent valid under certain conditions.

In this study, the protection motivation theory (PMT) was used to investigate factors influencing self-reported willingness to donate and actual donations to conserve endangered bird species. The PMT was extended to include sociodemographic factors (gender, age, education, and income), as well as knowledge about and attitudes toward birds. Data were collected in Germany through an online questionnaire (N = 579, MAge = 49.15, SD = 16.93, women = 51.6 %). Regression analyses showed that the cognitive assessment processes of the PMT, (1) threat appraisal of endangered bird species, and (2) coping appraisal of threat toward endangered bird species were significant predictors of an individual's willingness to donate. An individual's attitudes toward birds strengthened willingness to donate, but not actual donations. Knowledge about birds had no influence on willingness to donate or actual donation behavior. Women were more likely to donate and higher perceived barriers were associated with lower rates of actual donations. A discrepancy between willingness to donate and actual donations is evident, which indicates an intention-behavior gap. The results suggest that conservation and education campaigns should be used to increase the population's awareness of existing threats toward endangered bird species, including the constructs of PMT, which could positively influence both willingness to donate and actual donations. Similarly, engagement initiatives could target individuals' self-efficacy to engage in bird conservation and possible coping measures should be made transparent and tangible by stakeholders looking to foster bird conservation.

We exploit the timing of the BP Deepwater Horizon oil spill to develop a unique dataset of oyster consumer actual and anticipated behavior immediately prior to and following the event. A revealed and stated preference model allows both short- and longer-term responses to the spill to be investigated. Findings indicate that the BP spill had a negative impact on oyster demand in terms of short-run actual behavior, although spill effects show signs of dissipating several months following the spill. By accounting for unobserved heterogeneity in the sample, findings further indicate that short- and longer-term spill responses differ across consumer groups.

We exploit the timing of the BP Deepwater Horizon oil spill to develop a unique dataset of oyster consumer actual and anticipated behavior immediately prior to and following the event. A revealed and stated preference model allows both short- and longer-term responses to the spill to be investigated. Findings indicate that the BP spill had a negative impact on oyster demand in terms of short-run actual behavior, although spill effects show signs of dissipating several months following the spill. By accounting for unobserved heterogeneity in the sample, findings further indicate that short- and longer-term spill responses differ across consumer groups. (JEL Q22, Q51)

The results of contingent valuation analyses are often used for benefit transfer. The contingent valuation method is a stated preference approach to the valuation of non-market goods in which survey respondents are asked hypothetical questions directly about their total economic values. The advantages of the method include flexibility, ability to estimate nonuse values and an ability to incorporate ex-ante uncertainty. Previous benefit transfer research with contingent valuation is difficult to assess since each study uses different forms of the valuation question and benefit transfer tests are not uniform. Nevertheless, there is some evidence that dichotomous choice valuation questions may produce lower transfer errors relative to other question formats. We present a case study using the dichotomous choice referendum question format with key tests for theoretical validity and find evidence that these study features may improve benefit transfer reliability.

Natural or coral reefs represent extremely valuable ecosystems supporting an estimated 25 percent of all marine life, yet recent reports suggest that 75 percent of the world’s natural reefs are under threat from both natural and human stressors. In areas such as Key West, Florida, that boasts an expansive mix of natural and artificial reefs, recreational diving on the system provides an important economic contribution to the local community but also potentially contributes to the stress of the existing natural reef system. We develop a revealed and stated preference modeling framework of diver behavior and find that deployment of an additional large ship reef increases overall diving activity but does not impact diving behavior on the natural reef system. We also investigate potential diver behavior heterogeneity in response to the new reef and find that diver beliefs on the role of human stressors can alter diving behavior. Key Words:

Traditional revealed and stated preference models consider a typical individual's behavioural responses to various policy-based information treatments. For some cost–benefit applications in which resource managers are concerned with responses from a representative individual, this is sufficient. However, as behavioural responses to information treatments can vary across respondents, we develop a latent class analysis with covariates to examine unobservedheterogeneity responses to health-risk information treatments. Results from a probabilistic model indicate that classes of consumers respond differently to the health-risk information treatments. Principally, we find that the media form of the information treatment is important, with raw consumer groups typically more responsive to a brochure information treatment, while cooked oyster consumers are more responsive to the same information in a video format. We also find that a proposed US Food and Drug Administration policy on processing all raw oysters before market has a greater effect on reducing demand for consumers of cooked oysters. However, with an associated price premium, all consumer classes reduce demand. Overall, the results suggest that future policy-based research could benefit from examining potential heterogeneity in individuals’ responses to risk information treatments in order to fully understand the efficacy of treatments on behaviour.

Consumers’ willingness to pay for postharvest-processed (PHP) raw oysters—oysters without health risks—is studied in experimental auction markets. The experimental design decomposes the effects of taste, objective risk information, and information on four PHP technologies on consumer valuations. Results show that relatively uninformed consumers are willing to pay equivalent amounts for PHP and traditional raw oysters. However, after a blind taste test, consumers are willing to pay a significant premium for traditional raw oysters, and the premium persists after objective information on risk and processing technologies is provided. The results are robust across PHP technologies.

The combination and joint estimation of revealed and stated preference (RP/SP) data approach to examining consumer preferences to relevant policy-based measures typically fail to account for heterogeneity in the data by considering behavior of the average individual. However, in policy-based analyses, where the research is often driven by understanding how different individuals react to different or similar scenarios, a preferred approach would be to analyze preferences of homogenous population subgroups. We accomplish this by developing a split-sample RP/SP analysis that examines whether homogenous subgroups of the population, based on individual health and behavioral characteristics, respond differently to health-risk information and new food safety technology. The ongoing efforts by the US Food and Drug Administration (FDA) to reduce illness and death associated with consuming raw Gulf of Mexico oysters provide an ideal platform for the analysis as the health risks only relate to a very specific consumer subgroup. Results from split-sample demand models indicate that educational information treatments cause vulnerable at-risk consumers to reduce their oyster demand, implying that a more structured approach to disseminating the brochures to the at-risk population could have the desired result of reducing annual illness levels. Also, findings across all subgroups provide strong empirical evidence that the new FDA policy requiring processing technology to be used in oyster production will have a detrimental effect on the oyster industry.

Economic interdependence between nations has been the focus of considerable research. A particular avenue of international interrelationship that has received a great deal of recent attention is the integration of international stock markets. Increased trade between nations implies that domestic corporate profitability will be influenced by economic conditions in other countries. If international influence is widespread between particular markets then it is likely that measures of overall market performance will be related.

NASCAR sponsorship is a major investment for corporations that choose it as a marketing communication tool. Companies frequently spend in excess of $10 million to sponsor a car in the Nextel Cup series. This paper develops a return on investment measure for that spending using the financial market event study methodology where race day performance influence on publicly traded sponsoring firm’s stock returns is examined. Results for the 2005 NASCAR Nextel Cup season suggest that sponsorship of top 5 finishing cars generates significant positive returns for the sponsoring company shareholders.

Consumers’ willingness-to-pay (WTP) for post-harvest processed (PHP) raw oysters – oysters without health risks – is studied in experimental nth-price auction markets. The experimental design decomposes the effects of taste, objective risk information, and information on four PHP technologies on consumers’ valuations. Results show that relatively uninformed consumers are willing to pay equivalent amounts for PHP and traditional raw oysters. However, after a blind taste test consumers are willing to pay a significant premium for traditional raw oysters. The premium for traditional oysters persists after objective information on risk and processing technology is provided. The results are robust over PHP technologies. Key Words: experimental auction market, food safety, risk preference elicitation, consumer perceptions, oysters

Fresh water springs are unique natural resources that are contained within public lands across the United States. Natural resource management on public lands generates many interesting policy issues as the competing goals of conservation, recreational opportunity provision, and revenue generation often clash. As demand for recreational cave diving sites increases, this article provides natural resource site managers with the first statistical estimate of divers' willingness to pay (WTP) to dive cave and cavern systems. Using a contingent valuation model (CVM) and correcting for hypothetical bias, we find that divers' median WTP for cave diving opportunities at the site of interest is between $52 and $83 per dive. Model results also provide weak evidence of diver sensitivity with respect to scope, as individuals are willing to pay more for dives that are judged to be higher in quality.

In a single-site travel cost model framework, revealed and stated preference data are jointly estimated to provide the first use-value estimate associated with recreational cave diving. Focusing on one of Florida's first magnitude springs, we estimate average per-person per-trip use values of approximately $155, generating annual cave diving use values in the region of $1075. Further, in an investigation of potential site quality changes, we find that divers are sensitive to scope effects with an additional cave system increasing annual per-person use values by approximately $100, while improved access yields an additional $50 in per-person annual consumer surplus. Finally, three additional model specifications are estimated and indicate that divers use different travel cost preferences when assessing their revealed and stated preference trip counts but a single preference structure to evaluate site quality changes.

A web-based contingent behavior analysis was developed to quantify the effect of both negative and positive information treatments and post harvest processes on demand for oysters. Results from a panel model indicate that consumers of raw and cooked oysters behave differently after news of an oyster-related human mortality. While cooked oyster consumers take precautionary measures against risk, raw oyster consumers exhibit optimistic bias and increase their consumption level. Further, by varying the source of a counter-information treatment, we find that source credibility impacts behavior. Oyster consumers, and in particular, raw oyster consumers, are most responsive to information provided by a not-for-profit, nongovernmental organization. Finally, post harvest processing of oysters has no impact on demand.