A comparison of scale attributes between interval-valued and semantic differential scales

This article presents the results of an exploratory study comparing interval-valued scales (IVSs) and semantic differential scales (SDSs). The article investigates consumer perceptions regarding specific scale attributes and utilizes a controlled, between-subjects, experimental pen-and-paper design to assess the preferences of respondents when using the IVSs and SDSs. The rationale of this comparison lies with the fact that the newly introduced IVS has a built-in mechanism that allows the direct capture of respondent uncertainty toward the asked question, a feature that is absent from the SDS and other widely used, single-point capturing scales in marketing research such as the Likert and Stapel. Results show that overall consumer preferences of the IVS and SDS are equal, although “speed of use” results favor the IVS. The consistency of respondent evaluations regarding the two scales may indicate their interchangeability in marketing research and opens up pathways for future exploration of IVSs for the accumulation of more reliable and robust results. The main contribution of the article is the introduction of a novel IVS, within the context of marketing, for collecting respondent answers while also directly capturing respondent uncertainty. Furthermore, this article adds to the discussion of consumer perceptions and preferences regarding different scales, scale development, and optimal rating scales that may lessen ambiguity for survey respondents and researchers.

Linking Forest to Faucets in a Distant Municipal Area: Public Support for Forest Restoration and Water Security in Albuquerque, New Mexico

Reducing wildfire risk through forest restoration is vital for the sustainability of watersheds and the human systems that depend upon them. However, identifying public support and securing necessary funding to cover restoration costs is an important implementation challenge. Payment for ecosystem services models may help meet restoration objectives. While examples exist that show how funds can be generated from the public living near forestlands, an unresolved issue is whether households in a relatively distant municipal area would significantly support wildfire risk reduction efforts. This is an important issue as distant households often receive benefits from wildfire risk reductions, such as water source protection for municipal drinking water supply. The objective of this paper is to analyze survey-based contingent valuation data to investigate public support among urban Albuquerque, New Mexico (NM) households for restoration of a watershed that impacts the urban water supply security, but is spatially removed from the urban area. Econometric results show evidence of both significant public support for forest restoration-linking forests to faucets- and the importance of accounting for respondent uncertainty. The latter involves both: (i) uncertainty in the preferences for water security as an important collectively provided good (“preference uncertainty”); and (ii) uncertainty in the possibility that restoration activities across a forested landscape or watershed might actually deliver improved water security (“delivery uncertainty”). Econometric estimation results from a Double Hurdle model indicate a mean annual household willingness to pay (WTP) of US$[Formula: see text]64.44 (with a 95% of confidence interval of US$[Formula: see text]61.57–US$[Formula: see text]67.31), and corresponding median WTP of US$[Formula: see text]37.76 (US$[Formula: see text]36.16–US$[Formula: see text]39.37), for forest restoration that reduces wildfire risk and provides water source protection.

Alternative approaches to treat respondent uncertainty in contingent willingness to pay estimation

Purpose The purpose of this paper is to theoretically using two new models to analyze the effect of respondents’ uncertainty about their stated willingness to pay (WTP) on welfare estimates in the contingent valuation method (CVM) theoretically using two new models, and empirically to reveal consumers’ WTP to improve drinking water supply safety (WSS) in China. Design/methodology/approach In this paper, two alternative preference uncertainty treatment approaches are proposed to estimate consumers’ WTP theoretically and they are applied to China’s WSS improvement program from a payment card method, which depends on how consumers’ certainty level about their valuation is. Furthermore, four regression models are presented to investigate the determinants of consumers’ WTP. Findings Theoretically, the alternative approaches that proposed in this research can remove overestimation bias from traditional CVM method but with lower estimation efficiency. In addition, the empirical results of the uncertainty adjusted models show that the expected WTP to improve drinking WSS is from 0.55 to 0.56 Renminbi yuan/ton, which are lower than the estimates from the conventional standard CVM models. Consumers’ preferences for their concerns about WSS, attitudes toward WSS improvement programs, trusts in implement authorities and their knowledge of WSS have significant effects on the WTP for improving drinking WSS and on respondents’ uncertainty too. Originality/value Theoretically to the authors’ knowledge, it is the first attempt to compare alternative approaches to treat respondent uncertainty using numerical certainty scale combined with payment card format valuation questions in CVM. Empirically it is the first study at this large scale that investigates consumers’ WTP for improving drinking WSS incorporating with respondent uncertainty in China. In addition, to assess consumer preferences for improved drinking water safety and the sources of uncertainty, information on consumers’ attitudes toward WSS are considered at the first time.