The Importance of Taste for Food Demand and the Experienced Taste Effect of Healthy Labels - An experiment on potato chips and bread
AbstractThis paper quantitatively analyzes the importance of taste versus health in food demand, as well as the effect on consumers’ experienced taste of the non-intrinsic value of healthy labels. Our analysis is based on taste experiments and Vickrey second price auctions on potato chips and bread. Our findings imply a large positive effect on demand for potato chips from higher taste scores: when consumers’ experienced taste from potato chips improves by one unit, the average WTP for a 150 gram bag of chips increases by 20 euro cents. The effect from taste on bread demand seems smaller, but may be sizeable for subgroups of consumers. Our evidence suggests that a better nutritional content, as indicated by a healthy label, may also positively affect food demand, but the effect is small and not statistically significant. Finally, we find that consumers’ experienced taste of a food is unaffected by the food carrying a healthy label.
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Bibliographic InfoPaper provided by HUI Research in its series HUI Working Papers with number 68.
Length: 17 pages
Date of creation: 18 Oct 2012
Date of revision:
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healthy labeled food; non-intrinsic value; taste; Vickrey second price auction;
Find related papers by JEL classification:
- C91 - Mathematical and Quantitative Methods - - Design of Experiments - - - Laboratory, Individual Behavior
- D01 - Microeconomics - - General - - - Microeconomic Behavior: Underlying Principles
- D84 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Expectations; Speculations
- I10 - Health, Education, and Welfare - - Health - - - General
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