Lusk, Jayson L.; Fox, John A.; Schroeder, Ted C.; … - In: American Journal of Agricultural Economics 83 (2001) 3, pp. 539-550
Experimental methods were used to examine consumer willingness-to-pay for steak tenderness in a grocery store setting. When relying on a taste test alone to determine product quality, the participants paid an average premium of $1.23/lb for a tender versus tough steak. Fifty-one percent of the...