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,...

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...