Oyster Demand Adjustments to Counter-Information and Source Treatments in Response to Vibrio vulnificus
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A web-based contingent behavior analysis was developed to quantify the effect of both
negative and positive information treatments and post harvest processes on demand for
oysters. Results from a panel model indicate that consumers of raw and cooked oysters
behave differently after news of an oyster-related human mortality. While cooked oyster
consumers take precautionary measures against risk, raw oyster consumers exhibit optimistic
bias and increase their consumption level. Further, by varying the source of a counter-information
treatment, we find that source credibility impacts behavior. Oyster consumers,
and in particular, raw oyster consumers, are most responsive to information provided by a not-for-
profit, nongovernmental organization. Finally, post harvest processing of oysters has
no impact on demand.