"Willingness-to-pay (WTP) for hypothetical brand name fresh beef products was measured using the Becker-DeGroot-Marschak experimental auction procedure. Auctions were conducted in a field setting in and around Winnipeg, Manitoba during the summer of 2006. Four hypothetical brands were developed...

"Food safety concerns have had dramatic impacts on food and livestock markets in recent years. We examine consumer preferences for beef steak food safety assurances. We evaluate the extent to which preferences are heterogeneous within and across country-of-residence defined groups and examine...