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Describe Embedding effect
People provide WTPs regardless of scale or scope
Describe Warm Glow hypothesis
Moral gratification from expressing support for public goods rather than true economic valuation
Judging responses
Ignore responses where: WTP is larger than income, respondents support environmental causes but 0 for WTP
How to confirm CV reliability
Order of questions shouldn’t matter, WTP of zone A and WTP of zone B should equal WTP of zones A + B