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Measuring Stigma: The Behavioral Implications of Disgust

Author

Listed:
  • Maik Kecinski

    (University of Alberta)

  • Deborah Kerley Keisner

    (Cornell University)

  • Kent D. Messer

    (University of Delaware)

  • William D. Schulze

    (Cornell University)

Abstract

Stigmatization of products and technologies can lead to large monetary losses even when there are no associative risks. This paper reports on experiments that provide insight into the behavioral responses of disgust from an economic perspective. We use a dead sterilized cockroach to ‘contaminate’ drinking water and generate willingness-to-pay (WTP) and willingness-to-accept (WTA) measures of participants’ reactions. These results are contrary to previous results from research not involving financial incentives, as most participants’ WTP and WTA values are near zero for drinking cockroach contaminated water. Additionally, filtration of cockroach water leads participants to become significantly more likely to request compensation compared to spring water, but it does not result in requesting significantly more money to drink it. Finally, WTP and WTA differences can be explained by participants’ decision on whether or not to request compensation and not by the amount of compensation.

Suggested Citation

  • 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.
    • Handle: RePEc:kap:enreec:v:70:y:2018:i:1:d:10.1007_s10640-017-0113-z
    DOI: 10.1007/s10640-017-0113-z
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    References listed on IDEAS

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    Cited by:

    1. Whiting, Alix & Kecinski, Maik & Li, Tongzhe & r, Kent D. Messer & Parker, Julia, 2019. "The importance of selecting the right messenger: A framed field experiment on recycled water products," Ecological Economics, Elsevier, vol. 161(C), pages 1-8.
    2. Li, Tongzhe & Roy, Danielle, 2021. "“Choosing not to choose”: Preferences for various uses of recycled water," Ecological Economics, Elsevier, vol. 184(C).
    3. 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.
    4. Randriamaro, Mary Tiana & Cook, Joseph, 2022. "The value of time, with and without a smartphone," Journal of Economic Behavior & Organization, Elsevier, vol. 200(C), pages 138-146.
    5. Savchenko, Olesya M. & Kecinski, Maik & Li, Tongzhe & Messer, Kent D. & Xu, Huidong, 2018. "Fresh foods irrigated with recycled water: A framed field experiment on consumer responses," Food Policy, Elsevier, vol. 80(C), pages 103-112.
    6. Jacob P. Byl, 2021. "Three Barriers to Effective Programs with Payment for Ecosystem Services: Behavioral Responses in a Computer-Based Experiment," Sustainability, MDPI, vol. 13(22), pages 1-17, November.

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    More about this item

    Keywords

    Disgust; Experiments; Stigma; Stigma mitigation; WTA; WTP;
    All these keywords.

    JEL classification:

    • C91 - Mathematical and Quantitative Methods - - Design of Experiments - - - Laboratory, Individual Behavior
    • D81 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Criteria for Decision-Making under Risk and Uncertainty

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