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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
Hayes, Dermot
Shogren, Jay

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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. Keywords: food safety, risk, auctions, irradiation, information, bidding

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Paper provided by Iowa State University, Department of Economics in its series Staff General Research Papers with number 5207.

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Date of creation: 01 Mar 2002
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Publication status: Published in Journal of Risk and Uncertainty, 2002, Vol. 24, No. 1, pp. 75-95.
Handle: RePEc:isu:genres:5207

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Postal: Iowa State University, Dept. of Economics, 260 Heady Hall, Ames, IA 50011-1070
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A1 - General Economics and Teaching - - General Economics

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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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  6. 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!]
  7. 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!]
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  10. Jay R. Corrigan, 2005. "Is the Experimental Auction a Dynamic Market?," Working Papers 0501, Kenyon College, Department of Economics. [Downloadable!]
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  11. 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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  13. 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!]
  14. 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!]
  15. 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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  17. 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!]
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  19. 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!]
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