A Non-Hypothetical and Incentive Compatible Method for Estimating Consumer Willingness-to-Pay for a Novel Functional Food: The Case of Pomegranates

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dc.creatorMcAdams, Callie P.
dc.creatorPalma, Marco A.
dc.creatorIshdorj, Ariun
dc.creatorHall, Charles R.
dc.date2017-04-01T16:37:46Z
dc.date.accessioned2026-07-09T05:34:34Z
dc.descriptionA preference and valuation mechanism that compared results of an experimental auction and nonhypothetical preference rankings was developed and used to elicit preferences for pomegranate products from a representative sample of shoppers in Texas. Familiarity with pomegranate products increased willingness-to-pay (WTP) for pomegranates, as did tasting and providing additional information on the health benefits of the products. Ready-to-eat and juice products were preferred to whole fruit products. Subjects did not indicate an increased WTP for Texas varieties over California Wonderful pomegranate based on auction bids but indicated a preference for one Texas variety in the nonhypothetical ranking procedure; thus, the auction results and nonhypothetical preference ranking procedures were divergent. Further, there were interaction effects of the information treatments with the product characteristics.
dc.identifierdoi:10.22004/ag.econ.103682
dc.identifierhttps://ageconsearch.umn.edu/record/103682/files/AAEA_posterUPLOAD.pdf
dc.identifierhttp://ageconsearch.umn.edu/record/103682
dc.identifier.urihttp://hdl.handle.net/123456789/565505
dc.languageeng
dc.publisher
dc.sourcehttp://ageconsearch.umn.edu/record/103682
dc.titleA Non-Hypothetical and Incentive Compatible Method for Estimating Consumer Willingness-to-Pay for a Novel Functional Food: The Case of Pomegranates
dc.typeText

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