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An Empirical Application Of Laboratory Experimental Auctions In Marketing Research

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  • Menkhaus, Dale J.
  • Borden, George W.
  • Whipple, Glen D.
  • Hoffman, Elizabeth
  • Field, Ray A.
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    Abstract

    A laboratory experimental auction was used to determine factors influencing the relative value consumers place on alternative retail beef packaging. Results indicate information is very important for the successful introduction and marketing of the vacuum skin package. Physical appearance of the beef plays a major role in purchasing decisions by consumers, with fat and shape significantly decreasing the value of beef in the vacuum skin package relative to beef in the overwrapped styrofoam tray package. Experimental economics procedures, when combined with traditional marketing research techniques, can provide useful information for marketing decisions and economic analyses.

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    Bibliographic Info

    Article provided by Western Agricultural Economics Association in its journal Journal of Agricultural and Resource Economics.

    Volume (Year): 17 (1992)
    Issue (Month): 01 (July)
    Pages:

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    Handle: RePEc:ags:jlaare:30741

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    Web page: http://waeaonline.org/
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    Keywords: Consumer/Household Economics; Marketing;

    References

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    1. Forsythe, Robert & Isaac, R. Mark., . "Demand-Revealing Mechanisms for Private Good Auctions," Working Papers 351, California Institute of Technology, Division of the Humanities and Social Sciences.
    2. Kagel, John H & Harstad, Ronald M & Levin, Dan, 1987. "Information Impact and Allocation Rules in Auctions with Affiliated Private Values: A Laboratory Study," Econometrica, Econometric Society, vol. 55(6), pages 1275-1304, November.
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    Cited by:
    1. Ward, Clement E. & Lusk, Jayson L. & Dutton, Jennifer M., 2008. "Implicit Value of Retail Beef Product Attributes," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 33(3), December.
    2. Umberger, Wendy J. & Feuz, Dillon M. & Calkins, Chris R. & Kllinger, Karen M., 2000. "The Value Of Beef Flavor: Consumer Willingness-To-Pay For Marbling In Beef Steaks," 2000 Annual Meeting, June 29-July 1, 2000, Vancouver, British Columbia 36397, Western Agricultural Economics Association.
    3. Briz, Teresa & Drichoutis, Andreas C. & Nayga, Rodolfo M., 2014. "Detecting false positives in experimental auctions: A case study of projection bias in food consumption," MPRA Paper 57101, University Library of Munich, Germany.
    4. Schulz, Lee L. & Schroeder, Ted C. & White, Katharine L., 2010. "Value Of Beef Steak Branding: Hedonic Analysis Of Retail Scanner Data," 2010 Annual Meeting, July 25-27, 2010, Denver, Colorado 61596, Agricultural and Applied Economics Association.
    5. Fisher, Ann & Wheeler, William J. & Zwick, Rami, 1993. "Experimental Methods In Agricultural And Resource Economics: How Useful Are They?," Agricultural and Resource Economics Review, Northeastern Agricultural and Resource Economics Association, vol. 22(2), October.
    6. Jensen, Helen H. & Basiotis, P., 1995. "Food Safety/Food Quality Data," Staff General Research Papers 842, Iowa State University, Department of Economics.
    7. Demont, Matty & Zossou, Esperance & Rutsaert, Pieter & Ndour, Maimouna & Mele, Paul Van & Verbeke, Wim, 2011. "Willingness to Pay for Enhanced Food Quality: Rice Parboiling in Benin," 2011 International Congress, August 30-September 2, 2011, Zurich, Switzerland 114443, European Association of Agricultural Economists.
    8. Evans, Jason R. & Brown, Cheryl & Collins, Alan R. & D'Souza, Gerard E. & Rayburn, Edward B. & Sperow, Mark, 2008. "Determining Consumer Perceptions of and Willingness to Pay or Appalachian Grass-fed Beef: An Experimental Economics Approach," 2008 Annual Meeting, July 27-29, 2008, Orlando, Florida 6209, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    9. Buhr, Brian L. & Hayes, Dermot J. & Shogren, Jason F. & Kliebenstein, James, 1993. "Valuing Ambiguity: The Case of Genetically Engineered Growth Enhancers," Staff General Research Papers 675, Iowa State University, Department of Economics.
    10. Menkhaus, Dale J., 2001. "Experimental Auctions: New Theoretical Developments And Empirical Findings - Discussion," 2001 Annual Meeting, July 8-11, 2001, Logan, Utah 36112, Western Agricultural Economics Association.
    11. Wendy J. Umberger & Dillon M. Feuz & Chris R. Calkins & Karen Killinger-Mann, 2002. "U.S. consumer preference and willingness-to-pay for domestic corn-fed beef versus international grass-fed beef measured through an experimental auction," Agribusiness, John Wiley & Sons, Ltd., vol. 18(4), pages 491-504.
    12. Feuz, Dillon M. & Umberger, Wendy J. & Calkins, Chris R. & Sitz, Bethany M., 2004. "U.S. Consumers' Willingness to Pay for Flavor and Tenderness in Steaks as Determined with an Experimental Auction," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 29(03), December.
    13. Anderson, Johan & Vadnjal, Dan & Uhlin, Hans-Erik, 2000. "Moral dimensions of the WTA-WTP disparity: an experimental examination," Ecological Economics, Elsevier, vol. 32(1), pages 153-162, January.
    14. Shogren, Jason F., 2006. "Experimental Methods and Valuation," Handbook of Environmental Economics, in: K. G. Mäler & J. R. Vincent (ed.), Handbook of Environmental Economics, edition 1, volume 2, chapter 19, pages 969-1027 Elsevier.
    15. Feuz, Dillon M. & Umberger, Wendy J. & Calkins, Chris R. & Killinger, Karen M., 2000. "Consumer Preference For Domestic Versus International Beef Steaks," 2000 Annual Meeting, June 29-July 1, 2000, Vancouver, British Columbia 36385, Western Agricultural Economics Association.

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