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Abstract
The willingness to pay (WTP)/willingness to accept (WTA) disparity raises serious
questions about preference elicitation techniques based on the Hicksian model of
decision-making. In this paper we investigate the possibility of incorporating the
strategies suggested by Plott and Zeiler (2005) in a Pivot Process mechanism and in a
Choice Modelling experiment to eliminate the WTP/WTA disparity. The goal is to
improve the reliability of the benefit estimates by comparing and contrasting these
two methodologies. No methodological and analytical obstacles prevent the use the
Pivot Process to calibrate the Choice Modelling estimates. By combining the two
methods, a calibration procedure can be usefully developed to validate good
hypothetical surveys and correct bad ones.