The purpose of this study is to examine the information and embedding bias of contingent valuation method in the case of street infrastructure improvement in the central business district for elderly. In a typical Contingent Valuation Survey, embedding effect characterizing the situation in which respondents provide WTP (willingness to pay) estimates for a commodity different from that specified in the survey, visualizes something more or less inclusive than the commodity described. In this paper, we adopt an experimental contingent valuation method survey combined with the use of senior simulator, which enables us to experience the physical disability of the 70 year-old, to discuss the effects or simulator experience on elderly and identity the role of senior simulator in order to find the reasonable WTP estimates.
