A choice experiment exercise is combined with psychometric scales in order: (1) to identify factors that explain support/opposition toward a wind energy development project; and (2) to assess (monetary) trade-offs between attributes of the project. A Latent Class estimator is fitted to the data, and different utility parameters are estimated, conditional on class allocation. It is found that the probability of class membership depends on specific psychometric variables. Visual impacts on valued sites are an important factor of opposition toward a project, and this effect is magnified when identity values are attached to the specific site, so much that no trade-off would be acceptable for a class of individuals characterized by strong place attachment. Conversely, other classes of individuals are willing to accept compensations, in form of private and/or public benefits. The distribution of benefits in the territory, and preservation of the option value related to the possible development of an archeological site, are important for a class of individuals concerned with the sustainability of the local economy. (C) 2012 Elsevier Ltd. All rights reserved.