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The Impacts of Taste, Location of Origin, and Health Information on Market Demand for Sweet Potatoes


  • Lanier Nalley

    (Mississippi State University)

  • Darren Hudson

    (Mississippi State University)

  • Greg Parkhurst

    (Mississippi State University)


Location of product origin is an often-used marketing device by retailers. This approach is based on the assumption that location of origin signals something to consumers about the underlying quality (or other attributes) of the product. This can be an effective strategy if the signal matches the consumer valuation of the product after consumption. In the same vein, health advertising is used to increase demand for a product that exhibits “healthy” dietary attributes. While there have been numerous studies examining the potential impacts of these attributes on demand, there have been few rigorous studies that examine the consistency of consumer valuations of location of origin before and after they have actually consumed the product (or before and after health advertising). Results show that knowledge of location of origin of sweet potatoes does have an impact on consumer valuation. It was also found that both the information from the taste attribute (experience) and the health attribute (credence) played a significant role in participant valuation.

Suggested Citation

  • Lanier Nalley & Darren Hudson & Greg Parkhurst, 2004. "The Impacts of Taste, Location of Origin, and Health Information on Market Demand for Sweet Potatoes," Experimental 0412002, University Library of Munich, Germany.
  • Handle: RePEc:wpa:wuwpex:0412002
    Note: Type of Document - pdf; pages: 54

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    experimental auctions; sweet potatoes; willingness to pay; location of origin;

    JEL classification:

    • C9 - Mathematical and Quantitative Methods - - Design of Experiments

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