Consumer Valuations of Zinc Rice: A Tale of Positive, Negative, and Weight of Memory

Zinc rice has the potential to address zinc deficiency, particularly among vulnerable populations like women of reproductive age and children, as zinc deficiency can lead to impaired growth, compromised immune function, and various other health issues. However, ensuring sufficient consumer acceptance and market adoption of zinc rice is crucial for maximizing its positive public health impact. This study investigates the effects of sequential information framing – whether positive information is provided first or negative information comes first – and recency bias on consumer valuations of zinc rice using a non-hypothetical laboratory experiment involving 400 participants. Our findings indicate that the sequence of information presented significantly affects consumers' willingness to pay (WTP) for zinc rice. Specifically, initial positive information results in higher valuations; however, the subsequent negative information neutralizes these positive effects. Interestingly, when consumers are first exposed to negative information followed by positive details, their valuations of zinc rice increase significantly. Notably, the recency bias plays an important role, as the last piece of information presented has a stronger effect on consumer valuation. The results suggest that marketing and informational campaign strategies should emphasize potential risks, followed by health benefits, to enhance consumer demand for zinc rice.