Svedsäter, HenrikJohansson-Stenman, Olof2006-12-142007-02-092007-02-0920031403-2465http://hdl.handle.net/2077/2822This paper proposes that people derive utility from a positive self-image, influenced by ethical views, internal honesty, and consistency between sequential choices. A model is tested by conducting the same choice-experiment for two WWF-campaigns in three different contexts. It predicts that marginal WTP for contributions to these campaigns is highest when choices are hypothetical, lower in a real-money experiment that follows a hypothetical experiment, and lowest when real-money choices are made directly. Additionally, it predicts that marginal WTP decreases with the scale of financial incentives in a real-money experiment. The empirical results are consistent with these hypotheses.39 pages247448 bytesapplication/pdfenchoice experiment; self-image; hypothetical and real WTP; cognitive dissonance; environmental valuationSELF IMAGE AND CHOICE EXPERIMENTS: HYPOTHETICAL AND ACTUAL WILLINGNESS TO PAYReportPsychology