In the U.S., soft drink consumption has been considered one culprit for the obesity epidemic. Improved product labeling is considered a policy tool that can help consumers choose healthier products. This research uses an auction to determine consumers’ willingness to pay (WTP) for soft drinks...

Given the ongoing debate regarding country of origin labeling (COOL) for certain agricultural products, it is very important to understand why certain consumers prefer COOL. Utilizing a consumer survey, 566 participants’ preferences for COOL for sugar and for sugar in soft drinks was analyzed....

Consumers' interest in locally produced foods is increasing. Hence, there is a need to decipher and quantify consumers' desire for local foods and understand the underlying causes of this demand. More specifically, we examine in this paper the issue of distance of transportation and its' impact...

Literature is replete with examples of hypothetical bias but little is known about the cause of discrepancies. We investigate how consumers’ personalities influence behavior in real and hypothetical choice experiments and auctions. Results show that personality plays a larger role in...

Livestock Risk Protection Insurance (LRP) is a risk management tool available to cattle producers protecting against price declines. It can be used to establish a price floor much like a put option. The primary difference between put options and LRP is LRP can be purchased for as few as one...

Obesity is still on the rise, leading to high costs for the obese individual itself but also for society. We analyze the influence of peer effects on food choices in lunchrooms with posted nutrition facts. Data were collected in a lunchroom at a large U.S. university. Groups of four patrons each...

Although seafood is considered to be a healthy food choice, the recommended consumption level of two servings per week is still not reached in most countries. Previous research has identified potential barriers of seafood consumption, including purchase and consumption convenience, but it is...