The contingent valuation (CV) methodology assigns prices to environmen
tal amenities by asking people bow much they would be willing to pay i
n order to preserve or acquire those amenities. If this measurement pr
ocedure is valid, then responses should be sensitive to relevant chang
es in the amenities being judged and insensitive to irrelevant changes
. One apparent demonstration of inappropriate insensitivity is the emb
edding effect: the observation that people are apparently willing to p
ay the same amount of money for a good as for a minor subset of that g
ood. This study examined the possibility that the source of this effec
t lies with each of two (potentially treatable) methodological problem
s: 1) subjects have difficulty using quantitative (dollar) response mo
des to express their values; and 2) subjects have difficulty absorbing
the essential details of the CV scenarios describing those goods. The
study found that 1) subjects showed considerable embedding both with
a simple paired-comparison response mode and with a more demanding one
requiring direct dollar estimates; 2) embedding was much reduced with
the simpler response mode; 3) subjects' preferences with the two resp
onse modes were usually inconsistent; 4) when asked to describe the CV
scenario that they had just heard, subjects often reported key task d
etails inaccurately; and 5) there was less embedding when tasks were r
einterpreted in terms of the questions subjects reported having answer
ed (as opposed to what had actually been asked). These results are dis
cussed in terms of the match between the questions that investigators
would like to ask and the ones that subjects are capable of answering.