Contingent valuation (CV), choice experiment (CE) and experimental auction (EA) or the combinations of the three methods are often used by researchers to elicit consumer willingness to pay for food attributes (food labels). One concern about using these approaches is that quality attributes of...

Replaced with revised version of paper 06/26/06.

Replaced with revised version of paper 09/22/09.

A survey with validation question was delivered to 3475 respondents to study the impact of using validation question to improve data quality. Results show that The respondents who passed the validation question had significantly older ages, higher median incomes and higher education levels. The...

This article examines consumers’ preference for three types of orange juice in China. Two non-hypothetical experiments, Real Choice Experiments and Experimental Auctions were used in the study. We found that WTP estimates from real choice experiment are significantly higher than auction bids,...

The rapid income per capita of Chinese consumers and increasing demand for nearly all agricultural products have attracted western food industries to focus on this booming and huge market. This research investigated the perspectives of western food products in China's market, with focus on one...

Pricing decisions for new product are always challenging due to limited information such as market needs and competition. Contingent valuation is a widely used technique to elicit value for new products or non-market goods. Previous literature has shown that potential buyers use a reference...

This article examines the preferences revealed by two non-hypothetical experiments. We found that WTP estimates from real choice experiment are significantly than auction bids. We provide two possible reasons for it: consumers’ purchase intention and aggressiveness in price bargaining. Our...