In this paper we present the results from a test on the effect of information about substitute goods on the willingness to pay, following the contingent valuation method. We use survival analysis applied to binary data from double bounded dichotomous choice. This analysis allows us to compare several distributions with various degrees of asymmetry, which are more appropriate for empirical data on willingness to pay. The results of the test suggest that recalling potential substitute goods is relevant for the context design of constructed markets following contingent valuation.

Keywords: contingent valuation, information effect, substitute goods, survival analysis, dichotomous choice.