Visual representations in a choice experiment: valuing preferences for a local dam

Abstract

Making decisions about future environmental alternatives such as aging dams can be complex, technical, and challenging for the public. This study uses a split sample, labeled choice experiment to examine how information delivery method—combinations of text, images, and video—affects willingness to pay (WTP) for alternative scenarios for an aging dam. The results indicate that the still image treatment leads to higher WTP across all dam modification alternatives compared to keeping the dam in its current condition. In contrast, the video treatment leads in lower WTP for most alternatives and results in different preference ranking for dam management, i.e., higher WTP to maintain the dam over removing it. Our study suggests that preferences are sensitive to how information is delivered and reinforces the need for credible and legitimate visualizations that can correctly capture the projected future alternatives.