Effects of Perceived Fairness on Willingness to Pay

Effects of Perceived Fairness on Willingness to Pay An experiment tested the effects of fairness on willingness to pay (WTP) for public goods. Treatments varied the amount requested (high vs. low), the fairness of the requested contribution (high vs. low), and the beneficiary (self vs. other) or cause of the needed change (internal vs. external). Irrespective of fairness type (beneficiary or cause), under conditions of high fairness, the public good was judged to be more valuable and the requested contribution more justified. The judged value of the public good and the perceived fairness of the requested contribution each made a significant contribution to the prediction of WTP. The requested amount influenced WTP by acting as an initial anchor. The implications of these findings for contingent valuation are discussed. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Applied Social Psychology Wiley

Effects of Perceived Fairness on Willingness to Pay

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Publisher
Wiley
Copyright
Copyright © 2000 Wiley Subscription Services, Inc., A Wiley Company
ISSN
0021-9029
eISSN
1559-1816
DOI
10.1111/j.1559-1816.2000.tb02444.x
Publisher site
See Article on Publisher Site

Abstract

An experiment tested the effects of fairness on willingness to pay (WTP) for public goods. Treatments varied the amount requested (high vs. low), the fairness of the requested contribution (high vs. low), and the beneficiary (self vs. other) or cause of the needed change (internal vs. external). Irrespective of fairness type (beneficiary or cause), under conditions of high fairness, the public good was judged to be more valuable and the requested contribution more justified. The judged value of the public good and the perceived fairness of the requested contribution each made a significant contribution to the prediction of WTP. The requested amount influenced WTP by acting as an initial anchor. The implications of these findings for contingent valuation are discussed.

Journal

Journal of Applied Social PsychologyWiley

Published: Dec 1, 2000

References

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