To demonstrate the generality of the analysis of SWTP in terms of attitudes, we
draw on an experimental study of the setting of punitive damages in product
liability cases Kahneman, Schkade and Sunstein, 1998.. The tasks faced by a
respondent to a CV survey and by a juror have little in common in the context of
an economic analysis; consumer theory may apply to the former but surely not to
the latter. In the framework that we propose, however, the two tasks are very
similar. Both require the individual to express an attitude}to an environmental
problem or to a defendant’s actions}by using a dollar scale. The striking parallels
between the findings in the two situations strongly support the attitude model