Consumer Preferences for Food Irradiation: How Favorable and Unfavorable Descriptions Affect Preferences for Irradiated Pork in Experimental Auctions

Consumer Preferences for Food Irradiation: How Favorable and Unfavorable Descriptions Affect... Experimental auctions were used to examine the effects of alternative descriptions of food irradiation on willingness-to-pay for a pork sandwich irradiated to control Trichinella. As expected, a favorable description of irradiation increased willingness-to-pay, and an unfavorable description decreased willingness-to-pay. Notably, when subjects were given both the pro- and anti-irradiation descriptions, the negative description dominated and willingness-to-pay decreased. This was true even though the source of the negative information was identified as being a consumer advocacy group and the information itself was written in a manner that was non-scientific. If this is a widespread phenomenon, the process provides those who make inaccurate claims about new technologies a greater incentive than would otherwise be the case. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Risk and Uncertainty Springer Journals

Consumer Preferences for Food Irradiation: How Favorable and Unfavorable Descriptions Affect Preferences for Irradiated Pork in Experimental Auctions

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Publisher
Springer Journals
Copyright
Copyright © 2002 by Kluwer Academic Publishers
Subject
Economics; Economic Theory/Quantitative Economics/Mathematical Methods; Microeconomics; Operation Research/Decision Theory; Environmental Economics
ISSN
0895-5646
eISSN
1573-0476
DOI
10.1023/A:1013229427237
Publisher site
See Article on Publisher Site

Abstract

Experimental auctions were used to examine the effects of alternative descriptions of food irradiation on willingness-to-pay for a pork sandwich irradiated to control Trichinella. As expected, a favorable description of irradiation increased willingness-to-pay, and an unfavorable description decreased willingness-to-pay. Notably, when subjects were given both the pro- and anti-irradiation descriptions, the negative description dominated and willingness-to-pay decreased. This was true even though the source of the negative information was identified as being a consumer advocacy group and the information itself was written in a manner that was non-scientific. If this is a widespread phenomenon, the process provides those who make inaccurate claims about new technologies a greater incentive than would otherwise be the case.

Journal

Journal of Risk and UncertaintySpringer Journals

Published: Oct 10, 2004

References

  • Ambiguity Aversion and Comparative Ignorance
    Fox, C. R.; Tversky, A.

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