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Design Factors Influencing Willingness‐to‐Pay Estimates in the Becker‐DeGroot‐Marschak (BDM) Mechanism and the Non‐hypothetical Choice Experiment: A Case of Biofortified Maize in Zambia

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  • Priscilla Hamukwala
  • Adewale Oparinde
  • Hans Peter Binswanger‐Mkhize
  • Johann Kirsten

Abstract

Two of the experimental methods used to estimate willingness‐to‐pay (WTP) for a non‐market good, the Becker‐DeGroot‐Marschak (BDM) mechanism and the non‐hypothetical choice experiment (nHCE) often lead to significantly different WTP estimates, complicating the choice between the methods. In Zambia the same group of researchers used both techniques to evaluate WTP for orange maize, which provides more vitamin A than other varieties. This provided an opportunity to analyse the sources of the difference. In the BDM experiment, one group of respondents was provided with more training opportunities than the other, and made higher bids. Accounting for lexicographic behaviour in the nHCE reduced the estimated WTP. These two design factors together resulted in a decrease in the WTP difference for orange maize (1,279–632 ZMK) although the difference remains statistically significant. More training was also shown to eliminate the effects of different orders in which maize varieties were presented.

Suggested Citation

  • Priscilla Hamukwala & Adewale Oparinde & Hans Peter Binswanger‐Mkhize & Johann Kirsten, 2019. "Design Factors Influencing Willingness‐to‐Pay Estimates in the Becker‐DeGroot‐Marschak (BDM) Mechanism and the Non‐hypothetical Choice Experiment: A Case of Biofortified Maize in Zambia," Journal of Agricultural Economics, Wiley Blackwell, vol. 70(1), pages 81-100, February.
    • Handle: RePEc:bla:jageco:v:70:y:2019:i:1:p:81-100
    DOI: 10.1111/1477-9552.12273
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    1. Ballco, Petjon & Gracia, Azucena, 2020. "Do market prices correspond with consumer demands? Combining market valuation and consumer utility for extra virgin olive oil quality attributes in a traditional producing country," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    2. Daniele Asioli & Adriana Mignani & Frode Alfnes, 2021. "Quick and easy? Respondent evaluations of the Becker–DeGroot–Marschak and multiple price list valuation mechanisms," Agribusiness, John Wiley & Sons, Ltd., vol. 37(2), pages 215-234, April.
    3. Maximilian Spath, 2023. "The qualitative accuracy of the Becker-DeGroot-Marshak method," Papers 2302.04055, arXiv.org.
    4. Hira Channa & Jacob Ricker‐Gilbert & Hugo De Groote & Jonathan Bauchet, 2021. "Willingness to pay for a new farm technology given risk preferences: Evidence from an experimental auction in Kenya," Agricultural Economics, International Association of Agricultural Economists, vol. 52(5), pages 733-748, September.

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