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Oyster Demand Adjustments to Counter-Information and Source Treatments in Response to Vibrio vulnificus

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  • Morgan, O. Ashton
  • Martin, Gregory S.
  • Huth, William L.

Abstract

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.

Suggested Citation

  • Morgan, O. Ashton & Martin, Gregory S. & Huth, William L., 2009. "Oyster Demand Adjustments to Counter-Information and Source Treatments in Response to Vibrio vulnificus," Journal of Agricultural and Applied Economics, Cambridge University Press, vol. 41(3), pages 683-696, December.
    • Handle: RePEc:cup:jagaec:v:41:y:2009:i:03:p:683-696_00
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    Cited by:

    1. Petrolia, Daniel R. & Walton, William C. & Yehouenou, Lauriane, 2017. "Is There A Market For Branded Gulf Of Mexico Oysters?," Journal of Agricultural and Applied Economics, Cambridge University Press, vol. 49(1), pages 45-65, February.
    2. John C. Whitehead & O. Ashton Morgan & William L. Huth & Gregory S. Martin & Richard Sjolander, 2012. "Willingness-to-Pay for Oyster Consumption Mortality Risk Reductions," Working Papers 12-07, Department of Economics, Appalachian State University.
    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. O. Morgan & John Whitehead & William Huth & Greg Martin & Richard Sjolander, 2013. "A Split-Sample Revealed and Stated Preference Demand Model to Examine Homogenous Subgroup Consumer Behavior Responses to Information and Food Safety Technology Treatments," Environmental & Resource Economics, Springer;European Association of Environmental and Resource Economists, vol. 54(4), pages 593-611, April.
    5. Acquah, Sarah & Petrolia, Daniel, 2014. "Effect of branding Gulf oysters on consumers willingness to pay," 2014 Annual Meeting, February 1-4, 2014, Dallas, Texas 162449, Southern Agricultural Economics Association.
    6. 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.
    7. John C. Whitehead & O. Ashton Morgan & William L. Huth, 2018. "Convergent validity of stated preference methods to estimate willingness-to-pay for seafood traceability: The case of Gulf of Mexico oysters," Economics Bulletin, AccessEcon, vol. 38(1), pages 326-335.
    8. John C. Whitehead & O. Ashton Morgan & William L. Huth & Gregory S. Martin & Richard Sjolander, 2020. "Altruistic and Private Values For Saving Lives With an Oyster Consumption Safety Program," Risk Analysis, John Wiley & Sons, vol. 40(11), pages 2413-2426, November.
    9. Petrolia, Daniel R. & Walton, William C. & Sarah, Acquah, 2014. "A National Survey of Consumer Preferences for Branded Gulf Oysters and Risk Perceptions of Gulf Seafood," Research Reports 190586, Mississippi State University, Department of Agricultural Economics.
    10. O. Ashton Morgan & John C. Whitehead & William L. Huth, 2016. "Accounting for heterogeneity in behavioural responses to health-risk information treatments," Journal of Environmental Economics and Policy, Taylor & Francis Journals, vol. 5(3), pages 283-297, September.
    11. O. Ashton Morgan & John C. Whitehead & William L. Huth & Gregory S. Martin & Richard Sjolander, 2013. "Measuring the Impact of the BP Deepwater Horizon Oil Spill on Consumer Behavior: Evidence from a Natural Experiment," Working Papers 13-11, Department of Economics, Appalachian State University.

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