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Consistency of Consumer Valuation Under Different Information Sets: An Experimental Auction with Sweet Potatoes

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Author Info

  • Nalley, Lawton Lanier
  • Hudson, Darren
  • Parkhurst, Gregory M.

Abstract

We used a controlled, uniform 5th-price auction to elicit values for sweet potatoes—both when location is known and unknown, and before and after tasting and providing health information. Significant differences were found between pre- and post-consumption valuations and also found that there were significant effects for location of origin and health information. Interestingly, we also find that location of origin not only affects the level of bids, but also the marginal differences in bids between different potatoes. Overall, however, these results suggest little consistency in bid values across information sets, suggesting that attempting to elicit values of attributes in isolation may lead to erroneous results.

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File URL: http://purl.umn.edu/7063
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Bibliographic Info

Article provided by Food Distribution Research Society in its journal Journal of Food Distribution Research.

Volume (Year): 37 (2006)
Issue (Month): 03 (November)
Pages:

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Handle: RePEc:ags:jlofdr:7063

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Web page: http://fdrs.ag.utk.edu/
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Related research

Keywords: Consumer/Household Economics; Demand and Price Analysis;

References

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  1. Lusk, Jayson L. & Hudson, Darren, 2004. "Effect of monitor-subject cheap talk on ultimatum game offers," Journal of Economic Behavior & Organization, Elsevier, vol. 54(3), pages 439-443, July.
  2. Lusk, Jayson L., 2003. "Using Experimental Auctions for Marketing Applications: A Discussion," Journal of Agricultural and Applied Economics, Southern Agricultural Economics Association, vol. 35(02), August.
  3. Smith, Vernon L & Suchanek, Gerry L & Williams, Arlington W, 1988. "Bubbles, Crashes, and Endogenous Expectations in Experimental Spot Asset Markets," Econometrica, Econometric Society, vol. 56(5), pages 1119-51, September.
  4. Dickinson, David L. & Bailey, DeeVon, 2002. "Meat Traceability: Are U. S. Consumers Willing To Pay For It?," 2002 Annual meeting, July 28-31, Long Beach, CA 19670, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
  5. Kelvin J. Lancaster, 1966. "A New Approach to Consumer Theory," Journal of Political Economy, University of Chicago Press, vol. 74, pages 132.
  6. Loureiro, Maria L. & Hine, Susan E., 2002. "Discovering Niche Markets: A Comparison Of Consumer Willingness To Pay For Local (Colorado Grown), Organic, And Gmo-Free Products," Journal of Agricultural and Applied Economics, Southern Agricultural Economics Association, vol. 34(03), December.
  7. Louviere,Jordan J. & Hensher,David A. & Swait,Joffre D. With contributions by-Name:Adamowicz,Wiktor, 2000. "Stated Choice Methods," Cambridge Books, Cambridge University Press, number 9780521788304, October.
  8. Loureiro, Maria L. & Umberger, Wendy J., 2003. "Estimating Consumer Willingness to Pay for Country-of-Origin Labeling," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 28(02), August.
  9. Shogren, Jason F. & Margolis, Michael & Koo, Cannon & List, John A., 2001. "A random nth-price auction," Journal of Economic Behavior & Organization, Elsevier, vol. 46(4), pages 409-421, December.
  10. Fox, John A. & Hayes, Dermot J. & Shogren, Jason F., 2002. "Consumer Preferences for Food Irradiation: How Favorable and Unfavorable Descriptions Affect Preferences for Irradiated Pork in Experimental Auctions," Staff General Research Papers 5207, Iowa State University, Department of Economics.
  11. David G. Swartz & Ivar E. Strand, Jr., 1981. "Avoidance Costs Associated with Imperfect Information: The Case of Kepone," Land Economics, University of Wisconsin Press, vol. 57(2), pages 139-150.
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Cited by:
  1. Costanigro, Marco & Kroll, Stephan & Thilmany, Dawn D., 2012. "Local, Organic, Conventional— Asymmetric Effects of Information and Taste on Label Preferences in an Experimental Auction," 2012 AAEA/EAAE Food Environment Symposium, May 30-31, Boston, MA 123199, Agricultural and Applied Economics Association.
  2. David M. Bruner & William L. Huth & David M. McEvoy & O. Ashton Morgan, 2011. "Accounting for Taste: Consumer Valuations for Food-Safety Technologies," Working Papers 11-09, Department of Economics, Appalachian State University.
  3. Gracia, Azucena & de Magistris, Tiziana & Nayga, Rodolfo M., Jr., 2011. "Willingness to pay for a local food label for lamb meat in Spain," 2011 International Congress, August 30-September 2, 2011, Zurich, Switzerland 114607, European Association of Agricultural Economists.
  4. Costanigro, Marco & Kroll, Stephan & Thilmany, Dawn D. & Bunning, Marisa, 2010. "Do Taste Buds Trump Labels and Information? A Sensory Test and Economic Experiment on Organic and Local Apples," 2010 Annual Meeting, July 25-27, 2010, Denver, Colorado 61668, Agricultural and Applied Economics Association.
  5. Bernard, John C. & Bernard, Daria J., 2010. "Comparing Parts with the Whole: Willingness to Pay for Pesticide-Free, Non-GM, and Organic Potatoes and Sweet Corn," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 35(3), December.

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