Test marketing new food products using a multitrial nonhypothetical experimental auction

Dermot J. Hayes, Jason F. Shogren, John A. Fox, James B. Kliebenstein

Research output: Contribution to journalArticlepeer-review

Abstract

A nonhypothetical experimental auction is used to replicate point-of-purchase decisions made by consumers encountering new food products in retail stores. Several applications of the procedure are discussed, with emphasis on the case-specific adjustments required to make the auction work. Participants in the experiments paid their own money to consume or avoid consuming livestock products produced with four yet-to-be-commercialized technologies. The results show promise for widespread adoption of nonhypothetical auctions for evaluating new food products prior to test marketing.

Original languageEnglish (US)
Pages (from-to)365-379
Number of pages15
JournalPsychology and Marketing
Volume13
Issue number4
DOIs
StatePublished - Jul 1996
Externally publishedYes

ASJC Scopus subject areas

  • Applied Psychology
  • Marketing

Fingerprint Dive into the research topics of 'Test marketing new food products using a multitrial nonhypothetical experimental auction'. Together they form a unique fingerprint.

Cite this