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A Comparison of Auction and Choice Experiment: An Application to Consumer Willingness to Pay for Rice with Improved Storage Management

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  • Su, Lianfan
  • Adam, Brian D.
  • Lusk, Jayson L.
  • Arthur, Frank

Abstract

Experimental auction and discrete choice experiment are two popular value elicitation methods. Theoretically they should yield the same results but empirical results have been mixed (e.g., Lusk and Schroeder 2004, 2006; Corrigan et al. 2010.) This study uses both methods to determine consumers’ willingness to pay (WTP) for rice with improved insect control and for rice stored using Integrated Pest Management (IPM). This study investigates two potential reasons – anchoring and information – for why some studies have found apparent inconsistencies between auction and choice experiment results. Results indicate that consumers’ WTP derived in the auction and choice experiments are significantly different. Consumers’ average bids in the auction are higher than their willingness to pay calculated from the choice experiments. Further, anchoring in the choice experiment appears to be an explanation for the discrepancy. Providing consumers with more product information help consumers behave more consistent in terms of having same preference ranking for different rice samples in the auction and the choice experiments, but their average does not substantially affect the discrepancy.

Suggested Citation

  • Su, Lianfan & Adam, Brian D. & Lusk, Jayson L. & Arthur, Frank, 2011. "A Comparison of Auction and Choice Experiment: An Application to Consumer Willingness to Pay for Rice with Improved Storage Management," 2011 Annual Meeting, July 24-26, 2011, Pittsburgh, Pennsylvania 103975, Agricultural and Applied Economics Association.
    • Handle: RePEc:ags:aaea11:103975
    DOI: 10.22004/ag.econ.103975
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    2. Kadjo, Didier & Ricker-Gilbert, Jacob & Alexander, Corinne, 2015. "Does quality affect maize prices in sub-Saharan Africa? Evidence from Benin," 2015 AAEA & WAEA Joint Annual Meeting, July 26-28, San Francisco, California 205503, Agricultural and Applied Economics Association.
    3. Kassas, Bachir & Palma, Marco A. & Zhang, Yvette, 2016. "The role of incentives on preference revelations in auctions versus rankings," Journal of choice modelling, Elsevier, vol. 20(C), pages 73-85.

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    Consumer/Household Economics; Crop Production/Industries;

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