The difference between hypothetical and real values when evaluating consumers’ preferences (termed ‘hypothetical bias’) has received significant attention in scientific literature, as the outcome of this bias is often an overestimation of willingness to pay (WTP) values. This is the main...

This book was originally published by Westview Press, Boulder CO, 1995.

The reduction of pesticides use is becoming a priority for the public authorities in many countries. We conducted an experiment with wine consumers to see whether end-consumers value the dissemination of information about environmentally-friendly production practices. The experiment was devised...

In this research, we integrated an experimental auction with sensory science techniques—namely, trained sensory panels used to analyze the sensory attributes of wines—to examine the effects of objective and sensory information in the market for California-produced Cabernet Sauvignons. The...