The effect of individual 'ability to choose' (scale heterogeneity) on the valuation of environmental goods

► We estimate respondent scale heterogeneity in two contrasting choice experiments. ► We interpret individual scale heterogeneity as ability to choose (ATC) between attributes. ► We find that including scale heterogeneity improves model fit. ► Accounting for ATC improves the reliability of results when valuing unfamiliar goods.