This study assessed residents' and nonresidents' attitudes toward the Hoover Dam powerplant tour fee (reference price) after the provision of contextual information. The contextual information included the admission cost to other well-known attractions and the cost of providing the powerplant tour on a daily basis. The study also assessed the effect of residual information, previous dam experience, on reference price. Five surveys were used to collect data from 2,958 respondents. The results indicate that contextual information significantly changed attitudes toward the reference price, although residual information had little influence.
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