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New technologies can limit the threat of economic adulteration but consumers may not accept them. A choice experiment was used to elicit consumer preferences for ‘internal tags,’ a new technology for enhanced traceability and quality assurance. Further, two basic branding options and two signals of product origin are investigated. Results suggest consumers are accepting of products with ‘internal tags’ added and prefer a regional over a national brand. Consumer valuation of the branding options was found to be affected by the presence of one product origin signal. Implications for marketing management decisions are discussed with focus on study design.


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