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Neural Activations Associated with Decision-time and Choice in a Milk Labeling Experiment

Author

Listed:
  • John M. Crespi
  • Jayson L. Lusk
  • J. Bradley C. Cherry
  • Laura E. Martin
  • Brandon R. McFadden
  • Amanda S. Bruce

Abstract

The authors incorporate brain activation data in an analysis of decision time and choices for milk labeled as produced with growth hormone or cloning technologies, or labeled as conventional milk. Non-hypothetical choices and decision time are correlated with blood oxygenation level-dependent extractions in brain regions previously found to be involved in valuation. The significance of the activations related to price and production technology differs in models of decision time and choice. More areas influence the time it takes to make a decision. The final decision appears to be most correlated with localized areas in the medial prefrontal cortex, with a higher correlation when the choice is about growth hormones than cloning technology.

Suggested Citation

  • John M. Crespi & Jayson L. Lusk & J. Bradley C. Cherry & Laura E. Martin & Brandon R. McFadden & Amanda S. Bruce, 2016. "Neural Activations Associated with Decision-time and Choice in a Milk Labeling Experiment," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 98(1), pages 74-91.
    • Handle: RePEc:oup:ajagec:v:98:y:2016:i:1:p:74-91.
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    File URL: http://hdl.handle.net/10.1093/ajae/aav049
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    Cited by:

    1. Chen‐Ti Chen & John M. Crespi & William Hahn & Lee L. Schulz & Fawzi Taha, 2020. "Long‐run impacts of trade shocks and export competitiveness: Evidence from the U.S. BSE event," Agricultural Economics, International Association of Agricultural Economists, vol. 51(6), pages 941-958, November.
    2. Muller, L. & Prevost, M., 2016. "What cognitive sciences have to say about the impacts of nutritional labelling formats," Journal of Economic Psychology, Elsevier, vol. 55(C), pages 17-29.
    3. Ellen J Van Loo & Carola Grebitus & Rodolfo M Nayga & Wim Verbeke & Jutta Roosen, 2018. "On the Measurement of Consumer Preferences and Food Choice Behavior: The Relation Between Visual Attention and Choices," Applied Economic Perspectives and Policy, John Wiley & Sons, vol. 40(4), pages 538-562, December.
    4. Lusk, Jayson L. & Crespi, John M. & McFadden, Brandon R. & Cherry, J. Bradley C. & Martin, Laura & Bruce, Amanda, 2016. "Neural antecedents of a random utility model," Journal of Economic Behavior & Organization, Elsevier, vol. 132(PA), pages 93-103.

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