Preference learning versus coherent arbitrariness: NOAA guidelines or a Learning Design Contingent Valuation (LDCV)

Ian J. Bateman, Diane Burgess, W. George Hutchinson, David I. Matthews

Research output: Contribution to journalArticlepeer-review

2 Citations (Scopus)


We extend the contingent valuation (CV) method to test three differing conceptions of individuals' preferences as either: (i) a-priori well-formed or readily divined and revealed through a single dichotomous choice question (as per the NOAA CV guidelines; Arrow et al., 1993]; (ii) learned or 'discovered' through a process of repetition and experience [Plott, 1996; List, 2003]; (iii) internally coherent but strongly influenced by some initial arbitrary anchor [Ariely et al., 2003]. Findings reject both the first and last of these conceptions in favour of a model in which preferences converge towards standard expectations through a process of repetition and learning.
Original languageEnglish
Pages (from-to)1-25
Number of pages25
JournalWorking Paper - Centre for Social and Economic Research on the Global Environment
Issue number1
Publication statusPublished - 2006

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