A tale of two samples: Understanding WTP differences in the age of social media

Sonja Kolstoe; Brian Vander Naald; Alison Cohan

doi:10.1016/j.ecoser.2022.101420

Treesearch

A tale of two samples: Understanding WTP differences in the age of social media

Formally Refereed

Authors:

Sonja Kolstoe, Brian Vander Naald, Alison Cohan

Year:

2022

Type:

Scientific Journal

Station:

Pacific Northwest Research Station

DOI:

https://doi.org/10.1016/j.ecoser.2022.101420

Source:

Ecosystem Services. 55(1): 101420.

Download (PDF 2.99 MB)

Download (PDF 2.99 MB): https://research.fs.usda.gov/download/treesearch/64229.pdf

Abstract

Social media platforms represent a potentially cost-effective solution to obtaining stated preference data. We use data from a representative sample and a sample of convenience to investigate how willingness to pay (WTP) for increased cultural (recreational) use of an ecologically unique site differs across the two groups. We find mixed evidence of differences in WTP estimates between the two samples depending on the survey attribute. Where differences exist, the most effective selection correction mechanism is the ordered probit with weights. Our results suggest caution about extrapolating results to the general population from samples of conveniences without correcting for sample selection.

Keywords

Sample selection, social media, crowdsourced, RUM, stated preference

Citation

Kolstoe, Sonja; Naald, Brian Vander; Cohan, Alison. 2022. A tale of two samples: Understanding WTP differences in the age of social media. Ecosystem Services. 55(1): 101420. https://doi.org/10.1016/j.ecoser.2022.101420.