Adopt a hypothetical pup: A count data approach to the valuation of wildlife.

The willingness to pay for a coyote conservation program is estimated using a novel payment-vehicle, based on how many coyotes respondents would be willing to sponsor. This hypothetical scenario mimics an increasingly popular type of actual market. Data from a phone survey conducted in Prince Edward Island are analyzed using count data models that consider different processes explaining zero responses and the level of positive responses. This is particularly important in the case of coyotes, often regarded as a bad. Estimates of willingness to pay per coyote around $18-$20 and annual consumer surplus per respondent of about $35-$42 are obtained.