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Consumers' Willingness to Pay for the Color of Salmon: A Choice Experiment with Real Economic Incentives

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Author Info
Frode Alfnes
Atle G. Guttormsen
Gro Steine
Kari Kolstad

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Abstract

In most retail markets, sellers post the price and consumers choose which products to buy. We designed an experimental market with posted prices to investigate consumers' willingness to pay for the color of salmon. Salmon fillets varying in color and price were displayed in twenty choice scenarios. In each scenario, the participants chose which of two salmon fillets they wanted to buy. To induce real economic incentives, each participant drew one binding scenario; the participants then had to buy the salmon fillet they had chosen in their binding scenario. The choice data were analyzed with a mixed logit model. Copyright 2006 American Agricultural Economics Association.

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Publisher Info
Article provided by American Agricultural Economics Association in its journal American Journal of Agricultural Economics.

Volume (Year): 88 (2006)
Issue (Month): 4 (November)
Pages: 1050-1061
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Handle: RePEc:bla:ajagec:v:88:y:2006:i:4:p:1050-1061

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Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
  1. Shogren, Jason F. & Seung Y. Shin & Dermot J. Hayes & James B. Kliebenstein, 1994. "Resolving Differences in Willingness to Pay and Willingness to Accept," American Economic Review, American Economic Association, vol. 84(1), pages 255-70, March.
  2. Daniel McFadden & Kenneth Train, 2000. "Mixed MNL models for discrete response," Journal of Applied Econometrics, John Wiley & Sons, Ltd., vol. 15(5), pages 447-470. [Downloadable!]
  3. repec:cup:cbooks:9780521017152 is not listed on IDEAS
  4. Johnston, Robert J. & Wessells, Cathy R. & Donath, Holger & Asche, Frank, 2001. "Measuring Consumer Preferences For Ecolabeled Seafood: An International Comparison," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 26(01), July. [Downloadable!]
  5. Brownstone, David & Train, Kenneth, 1998. "Forecasting new product penetration with flexible substitution patterns," Journal of Econometrics, Elsevier, vol. 89(1-2), pages 109-129, November. [Downloadable!] (restricted)
  6. Guttormsen, Atle G., 2002. "Input Factor Substitutability In Salmon Aquaculture," Marine Resource Economics, Marine Resources Foundation, vol. 17(2). [Downloadable!]
  7. J.L. Lusk & T.C. Schroeder, 2004. "Are Choice Experiments Incentive Compatible? A Test with Quality Differentiated Beef Steaks," Artefactual Field Experiments 0067, The Field Experiments Website. [Downloadable!]
  8. Frode Alfnes & Kyrre Rickertsen, 2003. "European Consumers' Willingness to Pay for U.S. Beef in Experimental Auction Markets," American Journal of Agricultural Economics, American Agricultural Economics Association, vol. 85(2), pages 396-405, 05. [Downloadable!] (restricted)
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(explanations, Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.)

  1. Alfnes, Frode & Yue, Chengyan & Jensen, Helen H., 2009. "Cognitive Dissonance as a Means of Reducing Hypothetical Bias," Staff General Research Papers 13033, Iowa State University, Department of Economics. [Downloadable!]
    Other versions:
  2. Michaud, C. & Llerena, D., 2008. "Eliciting values for environmental attributes of a private good using a real choice experiment," 2008 International Congress, August 26-29, 2008, Ghent, Belgium 44234, European Association of Agricultural Economists. [Downloadable!]
  3. Yue, Chengyan & Alfnes, Frode & Jensen, Helen H., 2006. "Discounting Spotted Apples: Investigating Consumers’ Willingness to Accept Cosmetic Damage in an Organic Product," Staff General Research Papers 12693, Iowa State University, Department of Economics. [Downloadable!]
    Other versions:
  4. Yue, Chengyan & Jensen, Helen H. & Bonett, Douglas & Mueller, Daren S. & Nonnecke, Gail R. & Gleason, Mark L., 2005. "Estimating Consumers’ Valuation of Organic and Cosmetically Damaged Apples," Staff General Research Papers 12490, Iowa State University, Department of Economics.
  5. Xue, Hong & Mainville, Denise & You, Wen & Nayga, Rodolfo M. Jr., 2009. "Nutrition Knowledge, Sensory Characteristics and Consumers’ Willingness to Pay for Pasture-Fed Beef," 2009 Annual Meeting, July 26-28, 2009, Milwaukee, Wisconsin 49277, Agricultural and Applied Economics Association. [Downloadable!]
  6. Chengyan Yue & Helen H. Jensen & Daren S. Mueller & Gail R. Nonnecke & Mark L. Gleason, 2005. "Assessing Consumers' Valuation of Cosmetically Damaged Apples Using a Mixed Probit Model," Center for Agricultural and Rural Development (CARD) Publications 05-wp419, Center for Agricultural and Rural Development (CARD) at Iowa State University. [Downloadable!]
  7. Alfnes, Frode & Steine, Gro, 2005. "None-of-These Bias in Stated Choice Experiments," 2005 International Congress, August 23-27, 2005, Copenhagen, Denmark 24761, European Association of Agricultural Economists. [Downloadable!]
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