@article{Bruner:182642,
      recid = {182642},
      author = {Bruner, David M. and Huth, William L. and McEvoy, David M.  and Morgan, O. Ashton},
      title = {Consumer Valuation of Food Safety: The Case of Postharvest  Processed Oysters},
      journal = {Agricultural and Resource Economics Review},
      address = {2014-08},
      number = {1203-2016-95559},
      pages = {19},
      year = {2014},
      abstract = {Consumers’ willingness to pay for postharvest-processed  (PHP) raw oysters—oysters without health risks—is studied  in experimental auction markets. The experimental design  decomposes the effects of taste, objective risk  information, and information on four PHP technologies on  consumer valuations. Results show that relatively  uninformed consumers are willing to pay equivalent amounts  for PHP and traditional raw oysters. However, after a blind  taste test, consumers are willing to pay a significant  premium for traditional raw oysters, and the premium  persists after objective information on risk and processing  technologies is provided. The results are robust across PHP  technologies.},
      url = {http://ageconsearch.umn.edu/record/182642},
      doi = {https://doi.org/10.22004/ag.econ.182642},
}