Consumer preferences for food irradiation: How favorable and unfavorable descriptions affect preferences for irradiated pork in experimental auctions
Consumer preferences for food irradiation: How favorable and unfavorable descriptions affect preferences for irradiated pork in experimental auctions
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DOI：
10.1023/a:1013229427237
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发表时间：
2002-01-01
影响因子：
4.7
通讯作者：
Shogren, JF
中科院分区：
文献类型：
--
作者：
Fox, JA;Hayes, DJ;Shogren, JF
实验拍卖被用来检验不同的食品辐照描述对为控制旋毛虫而辐照的猪肉三明治的支付意愿的影响。正如预期的那样，对辐射的有利描述增加了支付意愿，而不利的描述降低了支付意愿。值得注意的是，当受试者同时被给予支持和反对辐射的描述时，负面描述占主导地位，支付意愿下降。这是正确的，尽管负面信息的来源被确定为消费者权益倡导团体，而且信息本身是以非科学的方式编写的。如果这是一种普遍的现象，那么这一过程为那些对新技术做出不准确声明的人提供了比其他情况更大的动机。
Experimental auctions were used to examine the effects of alternative descriptions of food irradiation on willingness-to-pay for a pork sandwich irradiated to control Trichinella. As expected, a favorable description of irradiation increased willingness-to-pay, and an unfavorable description decreased willingness-to-pay. Notably, when subjects were given both the pro- and anti-irradiation descriptions, the negative description dominated and willingness-to-pay decreased. This was true even though the source of the negative information was identified as being a consumer advocacy group and the information itself was written in a manner that was non-scientific. If this is a widespread phenomenon, the process provides those who make inaccurate claims about new technologies a greater incentive than would otherwise be the case.