Information and order of information effects on consumers’ acceptance and valuation for genetically modified edamame soybean
Information and order of information effects on consumers’ acceptance and valuation for genetically modified edamame soybean
复制标题
信息及信息顺序对消费者转基因毛豆接受和评价的影响
作者：
Ji Yong Lee;M. Popp;E. Wolfe;R. Nayga;J. Popp;Pengyin Chen;H. Seo
本研究探讨了两种不同的策略，以管理的顺序，其中有关转基因（GM）技术的信息将达到和影响消费者的毛豆，通常被称为“菜用大豆”。毛豆是大豆收获时，豆是年轻和软。我们捕捉消费者的支付意愿（WTP）的未标记毛豆，非转基因毛豆，转基因毛豆使用非假设的随机第n价格拍卖。我们在引入信息之前和之后，对每个毛豆产品进行了消费者评价，并测试了两种策略，其中提供正面和负面信息的顺序是颠倒的。研究结果表明，负面信息对支付意愿的影响要比正面信息大得多。因此，一种主动应对转基因技术可能出现的负面新闻的战略，与一种在以后以正面信息应对或试图挫败负面信息的战略，并没有产生不同的结果。这些研究结果表明，很难将新的转基因毛豆作为食用产品引入市场，因为在实验时，对转基因的轻微负面偏见更容易用负面信息来加强，而不是用关于转基因的正面信息来打击。
This study examines two different strategies with respect to managing the order in which information about genetically modified (GM) technology would reach and impact consumers of edamame, often referred to as the “vegetable soybean”. Edamame are soybeans harvested while the beans are young and soft. We capture consumers’ willingness to pay (WTP) for unlabeled edamame, non-GM edamame, and GM edamame using a non-hypothetical random nth price auction. We elicit consumers’ valuation for each edamame product before and after introducing information, and test two strategies where the order of providing positive and negative information is reversed. The results suggest that negative information affects WTP to a much greater extent than positive information. Hence a strategy to proactively deal with eventual negative press about GM technology did not lead to a different result than a strategy that would react to or attempt to thwart negative information with positive information at a later date. These findings suggest that it would be difficult to introduce new GM edamame as edible products in the market as marginally negative preconceptions about GM at the time of the experiment were easier to reinforce with negative information than to combat with positive information about GM.
影响因子：
7.6
作者：
Ito, TA;Larsen, JT;Cacioppo, JT
通讯作者：
Cacioppo, JT