USING WILLINGNESS-TO-PAY TO VALUE CLOSE SUBSTITUTES - CARRIER SCREENING FOR CYSTIC-FIBROSIS REVISITED

Evidence suggests that previous uses of willingness to pay (WTP) to va lue close substitutes may have failed to discriminate between the alte rnatives being evaluated. This paper reports on the application of a n ew technique for measuring WTP in such contexts. The alternatives eval uated are two methods of screening for cystic fibrosis carrier status. The results suggest that the new method is more discriminating. Furth ermore, the paper provides evidence, from reasons for- respondents' WT P valuations and regression analyses, that the use of open-ended WTP q uestions is not valid. This is in line with the recommendations of a r ecent, influential, report on the use WTP techniques. (C) 1997 by John Whey & Sons, Ltd.