An Experiment in Contingent Valuation and Social Desirability

Andrew S. Laughland, Wesley Musser and Lynn M. Musser

Agricultural and Resource Economics Review, 1994, vol. 23, issue 1, 29-36

Abstract: Social desirability (SD) represents the problem of subjects responding with social norms rather than individual values. This paper briefly surveys the SD literature and considers its relevance for contingent valuation (CV) studies. In an empirical study, undergraduate students were administered the Mariowe-Crowne Social Desirability Scale, as well as CV questions. High SD scores were hypothesized to imply a greater likelihood of offering a protest reason for a zero bid and to increase bids for socially desirable commodities. While all hypotheses were not supported, the empirical results suggest that SD can influence CV responses and should not be dismissed prematurely.

Date: 1994
References: Add references at CitEc
Citations: View citations in EconPapers (9)

Downloads: (external link)
https://www.cambridge.org/core/product/identifier/ ... type/journal_article link to article abstract page (text/html)

Related works:
Journal Article: AN EXPERIMENT IN CONTINGENT VALUATION AND SOCIAL DESIRABILITY (1994)
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:cup:agrerw:v:23:y:1994:i:01:p:29-36_00

Access Statistics for this article

More articles in Agricultural and Resource Economics Review from Cambridge University Press Cambridge University Press, UPH, Shaftesbury Road, Cambridge CB2 8BS UK.
Bibliographic data for series maintained by Kirk Stebbing ().