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...

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...

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...