Effects of Elicitation Method on Willingness-to-Pay: Evidence from the Field

This paper compares willingness-to-pay (WTP) estimates elicited using three separate methods: in-store experimental auctions, a mailed survey with a cheap talk script included, and the same survey with no script. The products in question were four steaks bearing hypothetical brands representing various brandable attributes. It is found that WTP elicited using experimental auctions was the lowest, followed by WTP elicited by the mail survey with a cheap talk script, then the mail survey with no cheap talk script. Tobit and double-hurdle econometric models are used to identify factors influencing respondents’ WTP; model results are largely consistent with previous findings.


Issue Date:
2011-07
Publication Type:
Journal Article
DOI and Other Identifiers:
Record Identifier:
https://ageconsearch.umn.edu/record/139409
PURL Identifier:
http://purl.umn.edu/139409
Published in:
Journal of Food Distribution Research, 42, 2
Page range:
27-36
Total Pages:
10




 Record created 2017-04-01, last modified 2019-08-29

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