A primary concern with the results of many CV studies is that individuals have little or no Experience in providing valuation responses to what may be unfamiliar environmental
Goods.
A closely related concern is the single-shot nature of most valuation exercises in
Hypothetical markets, and that individual preferences may be highly uncertain.
One pathway to addressing these concerns is allowing respondents to express the degree of uncertainty of their valuation responses, and incorporating this information in WTP
models (Berrens et al. 2002).