Prospect theory has changed the way economists think about decision making under uncertainty – yet after so many years there have been few applications of the theory and those appearing mostly in finance. One of the barriers to applying the prospect theory is that it is not designed to be...

Assuming that brands contribute to quality risk reduction, prestige, and design, we derive and test hypothesis on the willingness to pay (WTP) for brands across different product categories (electronics, clothing, packaged food, and fresh produce). Using the random effect tobit model on the...

Consumer resistance is a key barrier to the diffusion of genetically modified foods (GMFs). Several studies have shown that consumers in general have a negative attitude toward GMFs. Through analysis of a survey conducted in Israel, we find consumer attitudes toward GMFs to be context specific,...

Assuming that brands contribute to quality risk reduction, prestige, and design, we derive and test hypothesis on the willingness to pay (WTP) for brands across different product categories (electronics, clothing, packaged food, and fresh produce). Using the random effect tobit model on the...