RT Journal Article SR Electronic T1 Spatial Preference Heterogeneity: A Choice Experiment JF Land Economics JO Land Econ FD University of Wisconsin Press SP 552 OP 568 DO 10.3368/le.86.3.552 VO 86 IS 3 A1 Roy Brouwer A1 Julia Martin-Ortega A1 Julio Berbel YR 2010 UL http://le.uwpress.org/content/86/3/552.abstract AB The main objective is to assess preference heterogeneity related to the spatial distribution of water quality improvements throughout a river basin. In a choice experiment, the river basin’s hydrogeographical units and the levels of water quality improvement are included as attributes in the experimental design. Changes in water quality throughout the river basin are visualized with maps and modeled simultaneously in relation to where respondents live, in a random utility model. Not accounting for spatial preference heterogeneity results, in this case study, in an underestimation of welfare when aggregating willingness-to-pay values from subbasins to the river basin as a whole. (JEL Q25, Q51)