It is well established that consumers' evaluations of brand extensions depend on the quality of the parent brand and the fit between that brand and the extension category. We propose that the relative importance of these two factors is influenced by two key features of a typical shopping...

Stated preference values for water quality ratings based on the U.S. Environmental Protection Agency National Water Quality Inventory ratings provide an operational basis for benefit assessment. Iterative choice survey results for a very large, nationally representative, Web-based panel imply an...

This article estimates whether there is a cancer risk premium for the value of a statistical life (VSL) using stated preference valuations of cancer risks for a large, nationally representative U.S. sample. The present value of an expected cancer case that occurs after a one decade latency...