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Valuing Conflicting Public Information About a New Technology: The Case of Irradiated Foods

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  • Rousu, Matthew C.
  • Shogren, Jason F.

Abstract

Scientists and advocates can disagree on the value of new products or technologies, such as growth hormones, genetically modified organisms, and food irradiation. Both sides of the debate disseminate information to the public hoping to influence public opinion. This study assesses the economic value of both pro and anti public information using food irradiation as a case study. The value of information sources is estimated in isolation and in combination. In isolation, the results indicate each set of information has value. In combination, only the anti-irradiation information is found to have net positive value (persuading some consumers to purchase non-irradiated products). Pro-irradiation information worked to decrease the value of anti-irradiation information by 68% per person.

Suggested Citation

  • Rousu, Matthew C. & Shogren, Jason F., 2006. "Valuing Conflicting Public Information About a New Technology: The Case of Irradiated Foods," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 31(3), pages 1-11, December.
    • Handle: RePEc:ags:jlaare:8623
    DOI: 10.22004/ag.econ.8623
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    References listed on IDEAS

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    Cited by:

    1. Rousu, Matthew C. & Nonnemaker, James & Farrelly, Matthew, 2009. "The Value of Countermarketing Information to Smokers: Evidence from Field Auctions," 2009 Annual Meeting, July 26-28, 2009, Milwaukee, Wisconsin 49219, Agricultural and Applied Economics Association.
    2. McFadden, Brandon R. & Lusk, Jayson L., 2013. "Effects of Cost and Campaign Advertising on Support for California’s Proposition 37," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 38(2), pages 1-13, August.
    3. Bruner, David M. & Huth, William L. & McEvoy, David M. & Morgan, O. Ashton, 2014. "Consumer Valuation of Food Safety: The Case of Postharvest Processed Oysters," Agricultural and Resource Economics Review, Northeastern Agricultural and Resource Economics Association, vol. 43(2), pages 1-19, August.
    4. Morten Mørkbak & Jonas Nordström, 2009. "The Impact of Information on Consumer Preferences for Different Animal Food Production Methods," Journal of Consumer Policy, Springer, vol. 32(4), pages 313-331, December.
    5. repec:ken:wpaper:0802 is not listed on IDEAS
    6. Huth, William L. & McEvoy, David M. & Morgan, O. Ashton, 2018. "Controlling an Invasive Species through Consumption: The Case of Lionfish as an Impure Public Good," Ecological Economics, Elsevier, vol. 149(C), pages 74-79.
    7. Rousu Matthew C. & Corrigan Jay R., 2008. "Estimating the Welfare Loss to Consumers When Food Labels Do Not Adequately Inform: An Application to Fair Trade Certification," Journal of Agricultural & Food Industrial Organization, De Gruyter, vol. 6(1), pages 1-26, May.
    8. Rousu, Matthew C. & Marette, Stéphan & Thrasher, James F. & Lusk, Jayson L., 2014. "The economic value to smokers of graphic warning labels on cigarettes: Evidence from combining market and experimental auction data," Journal of Economic Behavior & Organization, Elsevier, vol. 108(C), pages 123-134.
    9. Marette Stéphan & Roosen Jutta & Blanchemanche Sandrine, 2011. "The Combination of Lab and Field Experiments for Benefit-Cost Analysis," Journal of Benefit-Cost Analysis, De Gruyter, vol. 2(3), pages 1-36, August.
    10. David M. Bruner & William L. Huth & David M. McEvoy & O. Ashton Morgan, 2011. "Accounting for Taste: Consumer Valuations for Food-Safety Technologies," Working Papers 11-09, Department of Economics, Appalachian State University.
    11. Yukichika Kawata & Masahide Watanabe, 2018. "Economic feasibility of Campylobacter†reduced chicken: Do consumers have high willingness to pay?," Agribusiness, John Wiley & Sons, Ltd., vol. 34(2), pages 222-239, March.
    12. William L. Huth & David M. McEvoy & O. Ashton Morgan, 2016. "Controlling an Invasive Species through Consumption: Private and Public Values of Eating Lionfish," Working Papers 16-05, Department of Economics, Appalachian State University, revised 2016.
    13. Jay Corrigan & Matthew Rousu, 2008. "Estimating the value consumers derive from product labeling," Framed Field Experiments 00192, The Field Experiments Website.
    14. Caputo, Vincenzina, 2020. "Does information on food safety affect consumers’ acceptance of new food technologies? The case of irradiated beef in South Korea under a new labelling system and across different information regimes," Australian Journal of Agricultural and Resource Economics, Australian Agricultural and Resource Economics Society, vol. 64(04), January.

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