Abstract:

This article reports an application of a deliberative group-based approach to Contingent Valuation (CV), called Market Stall (MS), in comparison to conventional in-person interviews. The aim is to investigate some of the flaws of CV, such as poor validity and high non-response rates to the elicitation question. Participant behaviour observation was used to gain insights into the advantages and drawbacks of the two data collection modes. The valuation study explores the non-market costs and benefits of hydro scheme developments in an Icelandic wilderness area.

KEYWORDS: preference construction, Market Stall, wilderness, motivation, participant behaviour