Risk-learning process in forming willingness-to-pay for egg safety
Using data obtained from a mail survey on consumers' willingness-to-pay (WTP) and risk beliefs for reducing the risk of salmonella contamination of eggs, we have examined the risk-learning process through which individuals form their WTP. The results of estimation of the WTP function support the hypothesis that respondents follow an adaptive learning process, in which they establish their posterior risk belief in a rational manner by adapting their prior risk belief as they are supplied with new risk information. We find that the weight of the prior risk belief is slightly smaller than that of new risk information in forming the posterior risk belief for three out of four estimation models. Knowledge of how consumers form their risk beliefs and who evaluates egg safety enables us to clearly specify targets for effective campaigns to enhance public awareness at a household level about health and food safety issues. [EconLit citations: D120, Q260.] © 2004 Wiley Periodicals, Inc. Agribusiness 20: 167-179, 2004.
Volume (Year): 20 (2004)
Issue (Month): 2 ()
|Contact details of provider:|| Web page: http://onlinelibrary.wiley.com/journal/10.1002/(ISSN)1520-6297|
References listed on IDEAS
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- Becker, Gary S, 1974.
"A Theory of Social Interactions,"
Journal of Political Economy,
University of Chicago Press, vol. 82(6), pages 1063-1093, Nov.-Dec..
- Gary S. Becker, 1974. "A Theory of Social Interactions," NBER Working Papers 0042, National Bureau of Economic Research, Inc.
- Dickie, Mark & Gerking, Shelby, 1996. "Formation of Risk Beliefs, Joint Production and Willingness to Pay to Avoid Skin Cancer," The Review of Economics and Statistics, MIT Press, vol. 78(3), pages 451-463, August.
- Dickie, M. & Gerking, S., 1993. "Formation of Risk Beleifs, Joint Production and Willingness to Pay to Avoid Skin Cancer," Papers 398e, Georgia - College of Business Administration, Department of Economics.
- John C. Whitehead, 1995. "Willingness to Pay for Quality Improvements: Comparative Statics and Interpretation of Contingent Valuation Results," Land Economics, University of Wisconsin Press, vol. 71(2), pages 207-215.
- Harrington, Winston & Portney, Paul R., 1987. "Valuing the benefits of health and safety regulation," Journal of Urban Economics, Elsevier, vol. 22(1), pages 101-112, July.
- Viscusi, W Kip & Evans, William N, 1990. "Utility Functions That Depend on Health Status: Estimates and Economic Implications," American Economic Review, American Economic Association, vol. 80(3), pages 353-374, June.
- Smith, V Kerry & Johnson, F Reed, 1988. "How Do Risk Perceptions Respond to Information? The Case of Radon," The Review of Economics and Statistics, MIT Press, vol. 70(1), pages 1-8, February.
- W. Kip Viscusi & William N. Evans, 1998. "Estimation Of Revealed Probabilities And Utility Functions For Product Safety Decisions," The Review of Economics and Statistics, MIT Press, vol. 80(1), pages 28-33, February.
- Evans, William N & Viscusi, W Kip, 1991. "Estimation of State-Dependent Utility Functions Using Survey Data," The Review of Economics and Statistics, MIT Press, vol. 73(1), pages 94-104, February.
- Rosen, Sherwin, 1974. "Hedonic Prices and Implicit Markets: Product Differentiation in Pure Competition," Journal of Political Economy, University of Chicago Press, vol. 82(1), pages 34-55, Jan.-Feb..
- Viscusi, W Kip & O'Connor, Charles J, 1984. "Adaptive Responses to Chemical Labeling: Are Workers Bayesian Decision Makers?," American Economic Review, American Economic Association, vol. 74(5), pages 942-956, December.
- Pollak, Robert A, 1998. "Imagined Risks and Cost-Benefit Analysis," American Economic Review, American Economic Association, vol. 88(2), pages 376-380, May.
- Viscusi, W Kip, 1991. "Age Variations in Risk Perceptions and Smoking Decisions," The Review of Economics and Statistics, MIT Press, vol. 73(4), pages 577-588, November. Full references (including those not matched with items on IDEAS)