The Role of Question Order and Respondent Experience in Contingent-Valuation Studies

Grand Canyon white-water boating was used to address issues in contingent valuation of question ordering and respondent experience. Question-ordering effects were not identified for experienced boaters, but did occur in some estimates for less experienced boaters. An experience effect is further suggested if respondents value their actual white-water trips differently than written scenarios of trips. No effect was identified for experienced boaters, but a significant difference did occur for less experienced boaters. Significant differences for less experienced boaters suggest that respondent experience may play a role in value formation, resulting in survey instrument effects in valuation estimates.