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The Individual Behavior of Consumers Visualized by Means of Sequence Analysis

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  • Klink, Jeanette
  • Langen, Nina
  • Hartmann, Monika

Abstract

This paper measures consumer preferences for different (ethical) product attributes of meat products by questionnaires and compares these results to the ones obtained using an individualized Information Display Matrix (IDM). The products considered in the study are pork and chicken cutlet. The findings firstly confirm that the IDM is able to reduce social desirability effects, a problem which likely is of importance in surveys investigating the relevance of ethical product characteristics. Secondly, using sequence analysis the paper provides information on the intensity of the information search process. In fact it can be shown that many consumers neglect almost half of the attributes presented. Thirdly, the paper shows that it is possible and can be considered a methodological advancement in IDM research to apply sequence analysis to data acquired via an IDM. Different indicators allow quantifying main characteristics of consumers’ information search process and make it possible to test for differences between data obtained from different IDM experiments.

Suggested Citation

  • Klink, Jeanette & Langen, Nina & Hartmann, Monika, 2014. "The Individual Behavior of Consumers Visualized by Means of Sequence Analysis," 54th Annual Conference, Goettingen, Germany, September 17-19, 2014 187591, German Association of Agricultural Economists (GEWISOLA).
  • Handle: RePEc:ags:gewi14:187591
    DOI: 10.22004/ag.econ.187591
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    File URL: http://ageconsearch.umn.edu/record/187591/files/Consumer%20preferences%20for%20_ethical_%20attributes%20An%20analysis%20based%20on%20the%20example%20of%20meat%20products.pdf
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    1. Feuz, Dillon M. & Umberger, Wendy J. & Calkins, Chris R. & Sitz, Bethany M., 2004. "U.S. Consumers' Willingness to Pay for Flavor and Tenderness in Steaks as Determined with an Experimental Auction," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 29(3), pages 1-16, December.
    2. Jayson Lusk & Tomas Nilsson & Ken Foster, 2007. "Public Preferences and Private Choices: Effect of Altruism and Free Riding on Demand for Environmentally Certified Pork," Environmental & Resource Economics, Springer;European Association of Environmental and Resource Economists, vol. 36(4), pages 499-521, April.
    3. Brzinsky-Fay, Christian & Kohler, Ulrich & Luniak, Magdalena, 2006. "Sequence analysis with Stata," Stata Journal, StataCorp LP, vol. 6(4), pages 1-26.
    4. Johnson, Eric J. & Camerer, Colin & Sen, Sankar & Rymon, Talia, 2002. "Detecting Failures of Backward Induction: Monitoring Information Search in Sequential Bargaining," Journal of Economic Theory, Elsevier, vol. 104(1), pages 16-47, May.
    5. Christian Brzinsky-Fay & Ulrich Kohler, 2010. "New Developments in Sequence Analysis," Sociological Methods & Research, , vol. 38(3), pages 359-364, February.
    6. Andreas Chatzidakis & Sally Hibbert & Andrew Smith, 2007. "Why People Don’t Take their Concerns about Fair Trade to the Supermarket: The Role of Neutralisation," Journal of Business Ethics, Springer, vol. 74(1), pages 89-100, August.
    7. Chanjin Chung & Tracy Boyer & Sungill Han, 2009. "Valuing Quality Attributes and Country of Origin in the Korean Beef Market," Journal of Agricultural Economics, Wiley Blackwell, vol. 60(3), pages 682-698, September.
    8. Schkade, David A. & Johnson, Eric J., 1989. "Cognitive processes in preference reversals," Organizational Behavior and Human Decision Processes, Elsevier, vol. 44(2), pages 203-231, October.
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    10. Tonsor, Glynn T. & Schroeder, Ted C. & Fox, John A. & Biere, Arlo W., 2005. "European Preferences for Beef Steak Attributes," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 30(2), pages 1-14, August.
    11. Frode Alfnes & Kyrre Rickertsen, 2003. "European Consumers' Willingness to Pay for U.S. Beef in Experimental Auction Markets," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 85(2), pages 396-405.
    12. Umberger, Wendy J. & Feuz, Dillon M. & Calkins, Chris R. & Sitz, Bethany M., 2003. "Country-Of-Origin Labeling Of Beef Products: U.S. Consumers' Perceptions," Journal of Food Distribution Research, Food Distribution Research Society, vol. 34(3), pages 1-14, November.
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    Keywords

    Consumer/Household Economics;

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