Can hypothetical questions reveal true values? An examination of the laboratory experimental literature examining contingent valuation (CV) lends some support for using open ended hypothetical willingness to pay questions. However, experimental studies examining dichotomous choice have found...

Embedding, the notion that respondents to contingent valuation (CV) questions often value more than the researcher intends, has engendered extreme views. These range from the suggestion that embedding is so severe that it renders CV useless to the assertion that embedding can be eliminated by...