Eliciting willingness to pay: comparing closed-ended with open-ended and payment scale formats
- PMID: 12693877
- DOI: 10.1177/0272989X03251245
Eliciting willingness to pay: comparing closed-ended with open-ended and payment scale formats
Abstract
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.
Similar articles
-
A comparison of two methods for eliciting contingent valuations of colorectal cancer screening.J Health Econ. 2003 Jul;22(4):555-74. doi: 10.1016/S0167-6296(03)00006-7. J Health Econ. 2003. PMID: 12842315
-
Comparing willingness-to-pay: bidding game format versus open-ended and payment scale formats.Health Policy. 2004 Jun;68(3):289-98. doi: 10.1016/j.healthpol.2003.10.003. Health Policy. 2004. PMID: 15113640 Clinical Trial.
-
Willingness to pay for a hearing aid: comparing the payment scale and open-ended question.J Eval Clin Pract. 2009 Feb;15(1):91-6. doi: 10.1111/j.1365-2753.2008.00959.x. J Eval Clin Pract. 2009. PMID: 19239587
-
Critical review of willingness to pay for clinical oral health interventions.J Dent. 2017 Sep;64:1-12. doi: 10.1016/j.jdent.2017.06.010. Epub 2017 Jun 27. J Dent. 2017. PMID: 28662842 Free PMC article. Review.
-
Willingness to pay for diagnostic technologies: a review of the contingent valuation literature.Value Health. 2013 Jul-Aug;16(5):797-805. doi: 10.1016/j.jval.2013.04.005. Epub 2013 Jun 14. Value Health. 2013. PMID: 23947973 Review.
Cited by
-
Valuing a Lifestyle Intervention for Middle Eastern Immigrants at Risk of Diabetes.Int J Environ Res Public Health. 2018 Feb 27;15(3):413. doi: 10.3390/ijerph15030413. Int J Environ Res Public Health. 2018. PMID: 29495529 Free PMC article. Clinical Trial.
-
Consumer willingness to invest money and time for benefits of lifestyle behaviour change: an application of the contingent valuation method.Health Expect. 2015 Dec;18(6):2252-65. doi: 10.1111/hex.12195. Epub 2014 Aug 18. Health Expect. 2015. PMID: 25135005 Free PMC article.
-
Consumers' Willingness to Pay for eHealth and Its Influencing Factors: Systematic Review and Meta-analysis.J Med Internet Res. 2022 Sep 14;24(9):e25959. doi: 10.2196/25959. J Med Internet Res. 2022. PMID: 36103227 Free PMC article.
-
Willingness-to-pay to avoid the time spent and discomfort associated with screening colonoscopy.Health Econ. 2010 Oct;19(10):1193-211. doi: 10.1002/hec.1545. Health Econ. 2010. PMID: 19725018 Free PMC article.
-
Preferences for health outcomes associated with Group A Streptococcal disease and vaccination.Health Qual Life Outcomes. 2010 Mar 12;8:28. doi: 10.1186/1477-7525-8-28. Health Qual Life Outcomes. 2010. PMID: 20226042 Free PMC article.
Publication types
MeSH terms
LinkOut - more resources
Full Text Sources
Medical