“…On the other hand, conjoint analysis (Luce & Tukey, 1964) is used to obtain valuations or choices for predefined alternatives in the form of choices, pairwise comparisons, ratings or rankings; this allows one to obtain the preferences of the population for the attributes of a given good and the individual utility of each level of its attributes (Shen et al, 2015). Conjoint analysis has been applied to assess the ES provision in agroecosystems (Zabala et al, 2021), protected natural areas (Alcon et al, 2019), landscapes (Masozera et al, 2013), urban forest (Andrada II et al, 2015), parks (Veitch et al, 2017) and mountains (Schirpke et al, 2019), among others. In the case of badlands, no specific studies on the socio‐economic valuation of their ES, for either of the two SP approaches, appear to exist in the literature.…”