Consumer preferences for fresh food items with multiple quality attributes: Evidence from an experimental auction of pork chops

Bryan E. Melton, Wallace E. Huffman, Jason F. Shogren, John A. Fox

Research output: Contribution to journalArticle

Abstract

This study illustrates an application of experimental auction methods, using both experimental economics and experimental design, to evaluate consumer perceptions and willingness to pay (WTP) for fresh pork chops. We test and reject hypotheses that (a) market prices and consumers' WTP are unaffected by the level of attributes embodied in the pork chops, (b) appearance (based on photographs or actual product) and actual taste are equally good sources of consumer information, and (c) consumers are consistent in their preferences for fresh pork attributes. A major conclusion is that predicting consumer demand for fresh pork (or any fresh food) based on appearance without tasting is unproductive.

Original languageEnglish (US)
Pages (from-to)916-923
Number of pages8
JournalAmerican Journal of Agricultural Economics
Volume78
Issue number4
DOIs
StatePublished - Nov 1996
Externally publishedYes

Keywords

  • Consumer preferences
  • Experimental design
  • Experimental economics
  • Hedonic commodities
  • Pork chops
  • Quality differences
  • Willingness to pay

ASJC Scopus subject areas

  • Agricultural and Biological Sciences (miscellaneous)
  • Economics and Econometrics

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