“…Mark and Swait (2004) come to the same conclusion with regard to physicians' evaluation of an alcohol medication and actual prescribing decisions.Still other studies cast doubt on the validity of the CV method (see, e.g., Hausman, 1993;Nocera et al, 2002) or suggest superiority of DCE over CV (Ryan, 2004) Outside health, the criterion validity of DCE has been tested on several occasions, causing Louviere (1988) to conclude that DCE constitute a valid instrument for explaining and predicting individual behavior on actual markets. More recently Carlsson and Martinsson (2001) observed that measured WTP for a public good did not differ much between a DCE with hypothetical payments and a subsequent DCE with real payments. However, in a control group that was only confronted with actual payments, WTP was substantially lower (Johansson-Stenman and Svedsäter, 2003).…”