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Media type:
E-Article
Title:
Eliciting Willingness to Pay: Comparing Closed-Ended with Open-Ended and Payment Scale Formats
Contributor:
Frew, Emma J.;
Whynes, David K.;
Wolstenholme, Jane L.
imprint:
SAGE Publications, 2003
Published in:Medical Decision Making
Language:
English
DOI:
10.1177/0272989x03251245
ISSN:
0272-989X;
1552-681X
Origination:
Footnote:
Description:
<jats:p> Willingness to pay (WTP) is increasingly being used as a measure of valuation in health technology assessment. A variety of formats for eliciting values are available, although the relative virtues of each remain the subject of methodological controversy. This article compares valuation results obtained using a WTP survey instrument in a closed-ended format with those obtained from instruments using open-ended and payment scale formats. Samples of subjects were drawn from a general population, and all were asked to value the same intervention—alternative methods of screening for colorectal cancer. It was discovered that, whereas the open-ended and payment scale formats produced broadly similar valuations, the closed-ended format produced significantly higher WTP valuations and different justifications for those valuations. It is hypothesized that anchoring and yea-saying effects explain these differences and that the closed-ended format triggers a different response mode in subjects. </jats:p>