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Consumer Preferences for Food Irradiation: How Favorable and Unfavorable Descriptions Affect Preferences for Irradiated Pork in Experimental Auctions

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Author Info
 Fox, John A
Hayes, Dermot J
Shogren, Jason F

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Abstract

Experimental auctions were used to examine the effects of alternative descriptions of food irradiation on willingness-to-pay for a pork sandwich irradiated to control Trichinella. As expected, a favorable description of irradiation increased willingness-to-pay, and an unfavorable description decreased willingness-to-pay. Notably, when subjects were given both the pro- and anti-irradiation descriptions, the negative description dominated and willingness-to-pay decreased. This was true even though the source of the negative information was identified as being a consumer advocacy group and the information itself was written in a manner that was non-scientific. If this is a widespread phenomenon, the process provides those who make inaccurate claims about new technologies a greater incentive than would otherwise be the case. Copyright 2002 by Kluwer Academic Publishers

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Publisher Info
Article provided by Springer in its journal Journal of Risk and Uncertainty.

Volume (Year): 24 (2002)
Issue (Month): 1 (January)
Pages: 75-95
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Handle: RePEc:kap:jrisku:v:24:y:2002:i:1:p:75-95

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  2. Kaneko, Naoya & Chern, Wen S., 2004. "Willingness To Pay For Non-Genetically Modified Food: Evidence Of Hypothetical Bias From An Auction Experiment In Japan," 2004 Annual meeting, August 1-4, Denver, CO 20305, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association). [Downloadable!]
  3. Alfnes, Frode & Rickertsen, Kyrre & Ueland, Oydis, 2005. "Experimental Evidence of Risk Aversion in Consumer Markets: The Case of Beef Tenderness," 2005 Annual meeting, July 24-27, Providence, RI 19285, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association). [Downloadable!]
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  4. Huffman, Wallace & Rousu, Matthew & Shogren, Jason F. & Tegene, Abebayehu, 2003. "Better Dead than GM-Fed? Information and the Effects of Consumers’ Resistance to GM-Foods in High-Income Countries," Staff General Research Papers 10345, Iowa State University, Department of Economics. [Downloadable!]
  5. Stephan Marette & Jutta Roosen & Sandrine Blanchemanche & Philippe Verger, 2007. "Health Information and the Choice of Fish Species: An Experiment Measuring the Impact of Risk and Benefit Information," Food and Agricultural Policy Research Institute (FAPRI) Publications 06-wp421, Food and Agricultural Policy Research Institute (FAPRI) at Iowa State University. [Downloadable!]
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  6. Colson, Greg & Rousu, Matthew & Huffman, Wallace E., 2008. "Consumers' Willingness to Pay for New Genetically Modified Food Products: Evidence from Experimental Auctions of Intragenic and Transgenic Foods," 2008 Annual Meeting, July 27-29, 2008, Orlando, Florida 6407, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association). [Downloadable!]
  7. Jay R. Corrigan & Matthew C. Rousu, 2006. "Posted Prices and Bid Affiliation: Evidence from Experimental Auctions," Working Papers 0602, Kenyon College, Department of Economics. [Downloadable!]
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  8. W. Douglass Shaw & Rodolfo M. Nayga, Jr. & Andres Silva, 2006. "Health benefits and uncertainty: an experimental analysis of the effects of risk presentation on auction bids for a healthful product," Economics Bulletin, Economics Bulletin, vol. 4(20), pages 1-8. [Downloadable!]
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  9. Kanter, Christopher & Messer, Kent D. & Kaiser, Harry M., 2008. "Do rBST-Free and Organic Milk Stigmatize Conventionally Produced Milk?," 2008 Annual Meeting, July 27-29, 2008, Orlando, Florida 43491, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association). [Downloadable!]
  10. Marette, Stephan & Roosen, Jutta & Blanchemanche, Sandrine & Verger, Philippe, 2008. "The Choice of Fish Species: An Experiment Measuring the Impact of Risk and Benefit Information," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 33(01), April. [Downloadable!]
  11. Jay R. Corrigan & Matthew C. Rousu, 2006. "The Effect of Initial Endowments in Experimental Auctions," Working Papers 0601, Kenyon College, Department of Economics. [Downloadable!]
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  12. Lusk, Jayson & Alexander, Corinne & Rousu, Matt, 2004. "Designing Experimental Auctions For Marketing Research: Effect Of Values, Distributions, And Mechanisms On Incentives For Truthful Bidding," 2004 Annual meeting, August 1-4, Denver, CO 20202, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association). [Downloadable!]
  13. Nalley, Lawton Lanier & Hudson, Darren & Parkhurst, Greg, 2006. "Consistency of Consumer Valuation Under Different Information Sets: An Experimental Auction with Sweet Potatoes," Journal of Food Distribution Research, Food Distribution Research Society, vol. 37(03), November. [Downloadable!]
  14. Huffman, Wallace E. & Rousu, Matthew & Shogren, Jason F. & Tegene, Abebayehu, 2003. "Consumers' Resistance To Genetically Modified Foods In High Income Countries: The Role Of Information In An Uncertain Environment," 2003 Annual Meeting, August 16-22, 2003, Durban, South Africa 25837, International Association of Agricultural Economists. [Downloadable!]
  15. Combris, Pierre & Pinto, Alexandra Seabra & Fragata, Antonio & Giraud-Heraud, Eric, 2007. "Does taste beat food safety? Evidence from the “Pera Rocha” case in Portugal," 105th Seminar, March 8-10, 2007, Bologna, Italy 7879, European Association of Agricultural Economists. [Downloadable!]
  16. Roe, Brian & Teisl, Mario, 2004. "Consumption Externalities, Information Policies, And Multiple Equilibria: Evidence For Genetically Engineered Food Markets," 2004 Annual meeting, August 1-4, Denver, CO 20243, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association). [Downloadable!]
  17. Nayga, Rodolfo & Shaw, W. Douglass & Silva, Andres, 2006. "The Effect of Risk Presentation on Product Valuation: An Experimental Analysis," 2006 Annual meeting, July 23-26, Long Beach, CA 21429, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association). [Downloadable!]
  18. Jay R. Corrigan, 2005. "Is the Experimental Auction a Dynamic Market?," Working Papers 0501, Kenyon College, Department of Economics. [Downloadable!]
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  19. Rousu, Matthew & Huffman, Wallace & Shogren, Jason F. & Tegene, Abebayehu, 2006. "Effects and Value of Verifiable Information in a Controversial Market: Evidence from Lab Auctions of Genetically Modified Food," Staff General Research Papers 12702, Iowa State University, Department of Economics.
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  20. Rousu, Matthew & Huffman, Wallace E. & Shogren, Jason F. & Tegene, Abebayehu, 2002. "Are Us Consumers Tolerant Of Gm Foods?," 2002 Annual meeting, July 28-31, Long Beach, CA 19889, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association). [Downloadable!]
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