Kicking off a new OSU Cascades Faculty Research Colloquium Series, Dr. Kreg Lindberg will present his work examining the roles of values and attitudes in preferences for a reindeer interpretive center in Telemark, Norway. Topically, this research focuses on nature / visitor centers, but the presentation also will describe the methodological approach of integrating structural equation modeling and choice experiments. Discussion of the relevance of these methodologies across disciplines will be welcome.