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The Impacts of Taste, Location of Origin, and Health Information on Market Demand for Sweet Potatoes

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Author Info

  • Lanier Nalley

    (Mississippi State University)

  • Darren Hudson

    (Mississippi State University)

  • Greg Parkhurst

    (Mississippi State University)

Abstract

Location of product origin is an often-used marketing device by retailers. This approach is based on the assumption that location of origin signals something to consumers about the underlying quality (or other attributes) of the product. This can be an effective strategy if the signal matches the consumer valuation of the product after consumption. In the same vein, health advertising is used to increase demand for a product that exhibits “healthy” dietary attributes. While there have been numerous studies examining the potential impacts of these attributes on demand, there have been few rigorous studies that examine the consistency of consumer valuations of location of origin before and after they have actually consumed the product (or before and after health advertising). Results show that knowledge of location of origin of sweet potatoes does have an impact on consumer valuation. It was also found that both the information from the taste attribute (experience) and the health attribute (credence) played a significant role in participant valuation.

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File URL: http://128.118.178.162/eps/exp/papers/0412/0412002.pdf
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Bibliographic Info

Paper provided by EconWPA in its series Experimental with number 0412002.

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Length: 54 pages
Date of creation: 08 Dec 2004
Date of revision:
Handle: RePEc:wpa:wuwpex:0412002

Note: Type of Document - pdf; pages: 54
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Web page: http://128.118.178.162

Related research

Keywords: experimental auctions; sweet potatoes; willingness to pay; location of origin;

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