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Abstract
Three conjoint models-a traditional ratings model, a ratings difference specification, and a binary response model-were used to value groundwater protection program alternatives. The last, which is virtually identical to a dichotomous choice contingent valuation specification, produced the smallest value estimates. This suggests that the conjoint model is very sensitive to model specifications and that traditional conjoint models may overestimate economic value because many respondents are not in the market for the commodity being valued.