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Information Customization and Food Choice


  • Kelvin Balcombe
  • Iain Fraser
  • Ben Lowe
  • Diogo Souza Monteiro


In this article, we employ a hypothetical discrete choice experiment to examine how much consumers are willing to pay to use technology to customize their food shopping. We conjecture that customized information provision can aid in the composition of a healthier shop. Our results reveal that consumers are prepared to pay relatively more for specific information as opposed to the generic nutritional information that is typically provided on food labels. In arriving at these results, we have examined various model specifications including those that use ex post de-briefing questions on attribute non-attendance and attribute-ranking information, and those that consider the time taken to complete the survey. Our main results are robust to the various model specifications we examine.

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  • Kelvin Balcombe & Iain Fraser & Ben Lowe & Diogo Souza Monteiro, 2016. "Information Customization and Food Choice," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 98(1), pages 54-73.
  • Handle: RePEc:oup:ajagec:v:98:y:2016:i:1:p:54-73.

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    Cited by:

    1. Gschwandtner, Adelina & Jang, Cheul & McManus, Richard, 2018. "Improving Drinking Water Quality in South Korea: A Choice Experiment," 92nd Annual Conference, April 16-18, 2018, Warwick University, Coventry, UK 273472, Agricultural Economics Society.
    2. Sofia B. Villasā€Boas & Kristin Kiesel & Joshua P. Berning & Hayley H. Chouinard & Jill J. McCluskey, 2020. "Consumer and Strategic Firm Response to Nutrition Shelf Labels," American Journal of Agricultural Economics, John Wiley & Sons, vol. 102(2), pages 458-479, March.
    3. Pambo, Kennedy O. & Okello, Julius J. & Mbeche, Robert & Kinyuru, John N., 2016. "Consumer Acceptance of Edible Insects for Non-Meat Protein in Western Kenya," 2016 Fifth International Conference, September 23-26, 2016, Addis Ababa, Ethiopia 246317, African Association of Agricultural Economists (AAAE).
    4. Adelina Gschwandtner & Michael Burton, 2017. "The Willingness to Pay for Organic Attributes in the UK," Studies in Economics 1702, School of Economics, University of Kent.
    5. Caputo, Vincenzina & Scarpa, Riccardo & Nayga, Rodolfo M. & Ortega, David L., 2018. "Are preferences for food quality attributes really normally distributed? An analysis using flexible mixing distributions," Journal of choice modelling, Elsevier, vol. 28(C), pages 10-27.
    6. Huseynov, Samir & Krajbich, Ian & Palma, Marco A., 2018. "No Time to Think: Food Decision-Making under Time Pressure," 2018 Annual Meeting, August 5-7, Washington, D.C. 274135, Agricultural and Applied Economics Association.
    7. Balcombe, Kelvin & Fraser, Iain & Williams, Louis & McSorley, Eugene, 2017. "Examining the relationship between visual attention and stated preferences: A discrete choice experiment using eye-tracking," Journal of Economic Behavior & Organization, Elsevier, vol. 144(C), pages 238-257.
    8. I. G. Ukpong & K. G. Balcombe & I. M. Fraser & F. J. Areal, 2019. "Preferences for Mitigation of the Negative Impacts of the Oil and Gas Industry in the Niger Delta Region of Nigeria," Environmental & Resource Economics, Springer;European Association of Environmental and Resource Economists, vol. 74(2), pages 811-843, October.

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