Third, perhaps most obviously, our methodology differs frompast work, as we rely on respondents’ answers regarding hypothet-ical purchases. As already discussed, our study differs in importantways from contingent valuation (CV), as in our experiment indi-viduals are asked willingness-to-pay (WTP) estimates of a privategood with which many will have had some first-hand experience.Similarly, our experiment is different than most discrete-choiceexperiments (DCEs), where survey respondents are asked to choosebetween products that trade-off between distinct attributes—forexample, asthma patients might be asked to choose between twohypothetical medications, one of which has worse side-effects butlasts longer while the other has milder side-effects but must betaken several times a day (Lancsar et al., 2007). In general, Brownet al. (2008) find that individuals are most consistent and reliable(i.e., they do not make choices that imply A > B > C > A and that theymake the same choice when the same choice set is presented tothem at different points during the experiments) when they aredeciding between a private good and a sum of money (the casein our experiment), as opposed to two private goods (DCE) or apublic good and money (CV). It is also worth noting that our sur-vey follows many of the guidelines on CV described in the highlycited report of Arrow et al. (1993) (e.g., not asking open-ended WTPquestions).