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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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  1. Huffman, Wallace & Rousu, Matthew & Shogren, Jason F. & Tegene, Abebayehu, 2004. "The Effects of Prior Beliefs and Learning on Consumers’ Acceptance of Genetically Modified Foods," Staff General Research Papers 12212, Iowa State University, Department of Economics.
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  2. 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!]
  3. 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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  4. 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!]
  5. Wallace Huffman & Matthew Rousu & Jason Shogren & Abebayehu Tegene, 2004. "Consumer's Resistance to Genetically Modified Foods: The Role of Information in an Uncertain Environment," Journal of Agricultural & Food Industrial Organization, Berkeley Electronic Press, vol. 2(2), pages 1064-1064. [Downloadable!] (restricted)
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  6. 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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  7. Rousu, Matthew & Huffman, Wallace & Shogren, Jason F. & Tegene, Abebayehu, 2002. "Are U.S. Consumers Tolerant of GM Foods?," Staff General Research Papers 10050, Iowa State University, Department of Economics. [Downloadable!]
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