10The world's largest concentration of cold-water coral (CWC) is found off the Norwegian coast. Most 11 CWC discoveries are recent, posing new challenges for Norwegian coastal and fisheries authorities 12 regarding the management of deep-sea resources. Scientific knowledge of CWC is limited, and many 13 citizens have not even heard about them. This creates problems for the application of stated 14 preference methods to capture their economic value, and very few such studies have been 15conducted. To fill this gap, we designed a discrete choice experiment, which was implemented in a 16 valuation workshop setting in order to derive estimates of participants' willingness to pay (WTP) for 17 increasing the protection of CWC. Despite the fact that marine industries such as oil/gas and fisheries 18 could be adversely affected by CWC protection, this did not reduce the respondents' willingness to 19 pay for further protection. The possibility that CWC play an important role as habitat for fish was the 20 single most important variable to explain respondents WTP for CWC protection. conducted. To fill this gap, we designed a discrete choice experiment, which was implemented in a 51 valuation workshop setting in order to derive estimates of participants' willingness to pay (WTP) for 52 increasing the protection of CWC. Despite the fact that marine industries such as oil/gas and fisheries 53 could be adversely affected by CWC protection, this did not reduce the respondents' willingness to 54 pay for further protection. The possibility that CWC play an important role as habitat for fish was the 55 single most important variable to explain respondents WTP for CWC protection. The survey revealed 56 a high degree of preference heterogeneity, whilst we found an average WTP for CWC protection in 57 the range of EUR 274-287. Marine organisms have long fascinated humans, as well as being of crucial importance for our well-66 being. Marine ecosystems provide supporting, provisioning, regulating and cultural ecosystem 67 services as defined in the Millennium Ecosystem Assessment (MEA, 2005). Over recent decades, 68 increasing awareness of the benefits our oceans provide has raised an interest in assessing the 69 economic value of these goods and services, although due to their "hidden" nature, many of these 70 benefits go un-noticed until they diminish (Stewart and Smout, 2013). Notwithstanding this, a 71 number of studies have recently emerged which quantify the economic benefits of protecting marine 72 species (Jobstvogt et al., 2014;Rogers, 2013;Hynes et al., 2013; Ressurreicao et al., 2011). 73
74Tropical corals have been subject to a series of economic valuation studies (see e.g. Spurgeon, 1992, 75 Pendleton, 1995, Parsons and Thur, 2007, Sarkis et al., 2012, and have been identified as the global 76 biome with the highest valued ecosystem services in aggregate (de Groot et al., 2012). Their deep-77 sea cousins, cold-water corals (CWC) have by contrast so far been subject to only one valuation 78 effort, which was l...