IDEAS home Printed from https://ideas.repec.org/a/eee/chieco/v89y2025ics1043951x24002050.html
   My bibliography  Save this article

Measuring COVID-19 stigma and mitigating effect with hypothetical and non-hypothetical auction experiments

Author

Listed:
  • Hao, Na
  • Wang, H. Holly
  • Zhang, Yi
  • Chen, Zhuo

Abstract

The COVID-19 pandemic resulted in the stigmatization of certain regions, products, and individuals, leading to psychological and financial consequences for those affected. Employing both hypothetical and non-hypothetical Becker–DeGroot–Marschak (BDM) incentive-compatible experiments, we examine participants' willingness to pay (WTP) for oranges, toilet paper, and dry noodles under different conditions to assess the level of COVID-19 stigma. The results indicate that participants' WTP is indeed reduced when they know that the product is likely to be produced by workers who have recovered from COVID-19. Nevertheless, individuals who have experienced discrimination or possess higher social status tend to increase consumers' WTP, alleviating the stigma associated with COVID-19. The availability of vaccines and the dissemination of information help alleviate the COVID-19 stigma. Governments and the scientific community should enhance health communication efforts to alleviate public concerns regarding COVID-19. Furthermore, the results show that consumers had ambivalent attitudes of both sympathy and rejection toward fresh foods associated with COVID-19. This study offers empirical evidence of the difference between purchasing behavior and stated willingness, with implications for mitigating stigmatization.

Suggested Citation

  • Hao, Na & Wang, H. Holly & Zhang, Yi & Chen, Zhuo, 2025. "Measuring COVID-19 stigma and mitigating effect with hypothetical and non-hypothetical auction experiments," China Economic Review, Elsevier, vol. 89(C).
    • Handle: RePEc:eee:chieco:v:89:y:2025:i:c:s1043951x24002050
    DOI: 10.1016/j.chieco.2024.102316
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S1043951X24002050
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.chieco.2024.102316?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Christopher Kanter & Kent D. Messer & Harry M. Kaiser, 2009. "Does Production Labeling Stigmatize Conventional Milk?," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 91(4), pages 1097-1109.
    2. Yu Jiang & H. Holly Wang & Shaosheng Jin, 2023. "Mobilising the public to fight poverty using anti‐poverty labels in online food markets: Evidence from a real experimental auction," Journal of Agricultural Economics, Wiley Blackwell, vol. 74(1), pages 168-190, February.
    3. James Murphy & P. Allen & Thomas Stevens & Darryl Weatherhead, 2005. "A Meta-analysis of Hypothetical Bias in Stated Preference Valuation," Environmental & Resource Economics, Springer;European Association of Environmental and Resource Economists, vol. 30(3), pages 313-325, March.
    4. Sebastian Neumann-Böhme & Nirosha Elsem Varghese & Iryna Sabat & Pedro Pita Barros & Werner Brouwer & Job Exel & Jonas Schreyögg & Tom Stargardt, 2020. "Once we have it, will we use it? A European survey on willingness to be vaccinated against COVID-19," The European Journal of Health Economics, Springer;Deutsche Gesellschaft für Gesundheitsökonomie (DGGÖ), vol. 21(7), pages 977-982, September.
    5. Bhukya, Ramulu & Paul, Justin, 2023. "Social influence research in consumer behavior: What we learned and what we need to learn? – A hybrid systematic literature review," Journal of Business Research, Elsevier, vol. 162(C).
    6. Steven Stillman & Mirco Tonin, 2022. "Communities and testing for COVID-19," The European Journal of Health Economics, Springer;Deutsche Gesellschaft für Gesundheitsökonomie (DGGÖ), vol. 23(4), pages 617-625, June.
    7. Duan, Wenjie & Bu, He & Chen, Zheng, 2020. "COVID-19-related stigma profiles and risk factors among people who are at high risk of contagion," Social Science & Medicine, Elsevier, vol. 266(C).
    8. Des Jarlais, D.C. & Galea, S. & Tracy, M. & Tross, S. & Vlahov, D., 2006. "Stigmatization of newly emerging infectious diseases: AIDS and SARS," American Journal of Public Health, American Public Health Association, vol. 96(3), pages 561-567.
    9. Glenn Harrison, 2006. "Experimental Evidence on Alternative Environmental Valuation Methods," Environmental & Resource Economics, Springer;European Association of Environmental and Resource Economists, vol. 34(1), pages 125-162, May.
    10. Na Hao & H. Holly Wang, 2021. "Food consumption and stigmatization under COVID‐19: Evidence from Chinese consumers’ aversion to Wuhan hot instant noodles," Agribusiness, John Wiley & Sons, Ltd., vol. 37(1), pages 82-90, January.
    11. Vivian Hoffmann & Jacob R. Fooks & Kent D. Messer, 2014. "Measuring and Mitigating HIV Stigma: A Framed Field Experiment," Economic Development and Cultural Change, University of Chicago Press, vol. 62(4), pages 701-726.
    12. Payne, Collin R. & Messer, Kent D. & Kaiser, Harry M., 2009. "Which Consumers Are Most Responsive to Media-Induced Food Scares?," Agricultural and Resource Economics Review, Northeastern Agricultural and Resource Economics Association, vol. 38(3), pages 1-16, December.
    13. Johansson-Stenman Olof & Svedsäter Henrik, 2008. "Measuring Hypothetical Bias in Choice Experiments: The Importance of Cognitive Consistency," The B.E. Journal of Economic Analysis & Policy, De Gruyter, vol. 8(1), pages 1-10, September.
    14. Brandon R. McFadden & Trey Malone & Maik Kecinski & Kent D. Messer, 2021. "COVID‐19 Induced Stigma in U.S. Consumers: Evidence and Implications," American Journal of Agricultural Economics, John Wiley & Sons, vol. 103(2), pages 486-497, March.
    15. Na Hao & H. Holly Wang & Qingjie Zhou, 2020. "The impact of online grocery shopping on stockpile behavior in Covid-19," China Agricultural Economic Review, Emerald Group Publishing Limited, vol. 12(3), pages 459-470, August.
    16. Islam, Asad & Pakrashi, Debayan & Vlassopoulos, Michael & Wang, Liang Choon, 2021. "Stigma and misconceptions in the time of the COVID-19 pandemic: A field experiment in India," Social Science & Medicine, Elsevier, vol. 278(C).
    17. Kent Messer & Harry Kaiser & Collin Payne & Brian Wansink, 2011. "Can generic advertising alleviate consumer concerns over food scares?," Applied Economics, Taylor & Francis Journals, vol. 43(12), pages 1535-1549.
    18. Jing Cao & Haiwei Jiang & Xiaomeng Ren & Jinchuan Shi, 2024. "Consumers’ risk perception, market demand, and firm innovation: Evidence from China," PLOS ONE, Public Library of Science, vol. 19(5), pages 1-26, May.
    19. Mak, Winnie W.S. & Mo, Phoenix K.H. & Cheung, Rebecca Y.M. & Woo, Jean & Cheung, Fanny M. & Lee, Dominic, 2006. "Comparative stigma of HIV/AIDS, SARS, and Tuberculosis in Hong Kong," Social Science & Medicine, Elsevier, vol. 63(7), pages 1912-1922, October.
    20. F. Bailey Norwood & Jayson L. Lusk, 2011. "Social Desirability Bias in Real, Hypothetical, and Inferred Valuation Experiments," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 93(2), pages 528-534.
    21. Priscilla Hamukwala & Adewale Oparinde & Hans Peter Binswanger‐Mkhize & Johann Kirsten, 2019. "Design Factors Influencing Willingness‐to‐Pay Estimates in the Becker‐DeGroot‐Marschak (BDM) Mechanism and the Non‐hypothetical Choice Experiment: A Case of Biofortified Maize in Zambia," Journal of Agricultural Economics, Wiley Blackwell, vol. 70(1), pages 81-100, February.
    22. Na Hao & H. Holly Wang & Qingjie Zhou, 2020. "The impact of online grocery shopping on stockpile behavior in Covid-19," China Agricultural Economic Review, Emerald Group Publishing Limited, vol. 12(3), pages 459-470, August.
    23. Haghani, Milad & Bliemer, Michiel C.J. & Rose, John M. & Oppewal, Harmen & Lancsar, Emily, 2021. "Hypothetical bias in stated choice experiments: Part II. Conceptualisation of external validity, sources and explanations of bias and effectiveness of mitigation methods," Journal of choice modelling, Elsevier, vol. 41(C).
    24. Silva, Andres & Nayga, Rodolfo M., Jr. & Campbell, Benjamin L. & Park, John L., 2007. "On the Use of Valuation Mechanisms to Measure Consumers' Willingness to Pay for Novel Products: A Comparison of Hypothetical and Non-Hypothetical Values," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 10(2), pages 1-16.
    25. Katner, Christopher & Messer, Kent D. & Kaiser, Harry M., 2009. "AJAE Appendix: “Does Production Labeling Stigmatize Conventional Milk?”," American Journal of Agricultural Economics APPENDICES, Agricultural and Applied Economics Association, vol. 91(4), pages 1-10, March.
    26. Labbé, Fabienne & Pelletier, Catherine & Bettinger, Julie A. & Curran, Janet & Graham, Janice E. & Greyson, Devon & MacDonald, Noni E. & Meyer, Samantha B. & Steenbeek, Audrey & Xu, Weiai & Dubé, Ève, 2022. "Stigma and blame related to COVID-19 pandemic: A case-study of editorial cartoons in Canada," Social Science & Medicine, Elsevier, vol. 296(C).
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Kent D. Messer & Marco Costanigro & Harry M. Kaiser, 2017. "Labeling Food Processes: The Good, the Bad and the Ugly," Applied Economic Perspectives and Policy, Agricultural and Applied Economics Association, vol. 39(3), pages 407-427.
    2. Na Hao & H. Holly Wang, 2021. "Food consumption and stigmatization under COVID‐19: Evidence from Chinese consumers’ aversion to Wuhan hot instant noodles," Agribusiness, John Wiley & Sons, Ltd., vol. 37(1), pages 82-90, January.
    3. Frode Alfnes & Chengyan Yue & Helen H. Jensen, 2010. "Cognitive dissonance as a means of reducing hypothetical bias," European Review of Agricultural Economics, Oxford University Press and the European Agricultural and Applied Economics Publications Foundation, vol. 37(2), pages 147-163, June.
    4. Haghani, Milad & Bliemer, Michiel C.J. & Rose, John M. & Oppewal, Harmen & Lancsar, Emily, 2021. "Hypothetical bias in stated choice experiments: Part I. Macro-scale analysis of literature and integrative synthesis of empirical evidence from applied economics, experimental psychology and neuroimag," Journal of choice modelling, Elsevier, vol. 41(C).
    5. Mohammed H. Alemu & Søren B. Olsen, 2017. "Can a Repeated Opt-Out Reminder remove hypothetical bias in discrete choice experiments? An application to consumer valuation of novel food products," IFRO Working Paper 2017/05, University of Copenhagen, Department of Food and Resource Economics.
    6. Jiang, Qi & Penn, Jerrod & Hu, Wuyang, 2022. "Real payment priming to reduce potential hypothetical bias," Journal of choice modelling, Elsevier, vol. 45(C).
    7. Kecinski, Maik & Kerley Keisner, Deborah & Messer, Kent D. & Schulze, William D., 2016. "Stigma mitigation and the importance of redundant treatments," Journal of Economic Psychology, Elsevier, vol. 54(C), pages 44-52.
    8. Wuepper, David & Clemm, Alexandra & Wree, Philipp, 2019. "The preference for sustainable coffee and a new approach for dealing with hypothetical bias," Journal of Economic Behavior & Organization, Elsevier, vol. 158(C), pages 475-486.
    9. Maik Kecinski & Deborah Kerley Keisner & Kent D. Messer & William D. Schulze, 2018. "Measuring Stigma: The Behavioral Implications of Disgust," Environmental & Resource Economics, Springer;European Association of Environmental and Resource Economists, vol. 70(1), pages 131-146, May.
    10. Costanigro, Marco & Lusk, Jayson L., 2014. "The signaling effect of mandatory labels on genetically engineered food," Food Policy, Elsevier, vol. 49(P1), pages 259-267.
    11. Moser, Riccarda & Raffaelli, Roberta & Notaro, Sandra, 2010. "The Role Of Production Methods In Fruit Purchasing Behaviour: Hypothetical Vs Actual Consumers’ Preferences And Stated Minimum Requirements," 115th Joint EAAE/AAEA Seminar, September 15-17, 2010, Freising-Weihenstephan, Germany 116426, European Association of Agricultural Economists.
    12. Deborah Kerley Keisner & Kent D. Messer & William D. Schulze & Homa Zarghamee, 2013. "Testing Social Preferences for an Economic “Bad”: An Artefactual Field Experiment," Scandinavian Journal of Economics, Wiley Blackwell, vol. 115(1), pages 27-61, January.
    13. Ballco, Petjon & Gracia, Azucena, 2020. "Do market prices correspond with consumer demands? Combining market valuation and consumer utility for extra virgin olive oil quality attributes in a traditional producing country," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    14. Pham, Matthew V. & Roe, Brian E., 2013. "Will Reducing the Calorie Content of School Lunches Affect Participation? Evidence from a Choice Experiment with Suburban Parents," 2013 Annual Meeting, August 4-6, 2013, Washington, D.C. 149816, Agricultural and Applied Economics Association.
    15. Jacquemet, Nicolas & Joule, Robert-Vincent & Luchini, Stéphane & Shogren, Jason F., 2013. "Preference elicitation under oath," Journal of Environmental Economics and Management, Elsevier, vol. 65(1), pages 110-132.
    16. Kecinski, Maik & Messer, Kent D. & Peo, Audrey J., 2018. "When Cleaning Too Much Pollution Can Be a Bad Thing: A Field Experiment of Consumer Demand for Oysters," Ecological Economics, Elsevier, vol. 146(C), pages 686-695.
    17. Kofi Britwum & Amalia Yiannaka, 2019. "Labeling food safety attributes: to inform or not to inform?," Agricultural and Food Economics, Springer;Italian Society of Agricultural Economics (SIDEA), vol. 7(1), pages 1-21, December.
    18. Shimokawa, Satoru & Kito, Yayoi & Kudo, Haruyo & Yamaguchi, Michitoshi & Niiyama, Yoko, 2021. "Distinguishing Attitude and Belief Expressions from Economic Preferences in Long-Lasting Aversion in Food Choice," 2021 Conference, August 17-31, 2021, Virtual 315249, International Association of Agricultural Economists.
    19. SOP SOP Maturin Désiré & NGYIA Benis AKWANWI & AMOUGOU Judith Virginie & KENGMOE TCHOUONGSI Emmanuel, 2025. "Population Perception of Natural Resources Management in Bamenda Health Districts in the Context of COVID-19," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 9(3), pages 3557-3568, March.
    20. Mørkbak, Morten Raun & Olsen, Søren Bøye & Campbell, Danny, 2014. "Behavioral implications of providing real incentives in stated choice experiments," Journal of Economic Psychology, Elsevier, vol. 45(C), pages 102-116.

    More about this item

    Keywords

    Stigma; COVID-19; BDM auction experiment; Non-hypothetical experiment; Willingness to pay (WTP);
    All these keywords.

    JEL classification:

    • I12 - Health, Education, and Welfare - - Health - - - Health Behavior
    • I18 - Health, Education, and Welfare - - Health - - - Government Policy; Regulation; Public Health

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:chieco:v:89:y:2025:i:c:s1043951x24002050. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/chieco .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.