Based on a conjoint choice experiment relating to canola oil in Japan, this article establishes and tests the impacts of various measures of reference dependence on choice. Results show that although reference dependence may be defined within choice tasks as a type of choice complexity, a...

This study examines the trade-offs made by consumers between possible risks associated with genetically modified (GM) ingredients and potential health or environment benefits in food. A latent class model is used to analyse consumers' preferences for GM food. There is considerable diversity...

Using stated preference data from Kentucky and Ohio, USA, we estimate consumer willingness-to-pay for varieties of a processed food product (blackberry jam) that are differentiated with respect to their local production labelling and a series of other value-added claims. Results show that...