Reluctant respondents and contingent valuation surveys

Using an innovative telephone survey design, this study investigates the po ssibility that 'reluctant' respondents may give significantly different wil lingness to pay (WTP) responses in contingent valuation surveys. Two differ ent measures of respondent reluctance are evaluated (interviewer assessed a nd respondent assessed). Evidence of a reluctant respondent effect is prese nt in an open-ended elicitation format but not in a dichotomous choice elic itation format. Implications for survey design and WTP modelling are discus sed.