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The Value of Verifiable Information in a Controversial Market: Evidence from Lab Auctions of Genetically Modified Food

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  • Rousu, Matthew
  • Huffman, Wallace
  • Shogren, Jason F.
  • Tegene, Abebayehu

Abstract

Two interested parties dominate the current debate on genetically modified (GM) foods: environmental groups and agribusiness companies. For the average consumer to arrive at an informed decision on these new foods, they must rely on information from interested parties. Unfortunately, information from interested parties does not provide an accurate picture of the benefits and risks of new products. This paper examines the effects of information on consumers’ demand for new food products, GM-foods, in an environment where information from one or more interested parties is provided. We design and conduct laboratory auction experiments using randomly chosen adult consumers from two large metropolitan areas who are grouped into twelve experimental units and subjected to six randomly assigned information treatments. We find that in this environment, verifiable information has a small but positive value to sample consumers, and the projected annual social value to all processed foods consumed is relatively large for this public good. Such a large potential value may make it worthwhile for the United States to establish a new third party institution that would produce and distribute verifiable information on GM food.

Suggested Citation

  • Rousu, Matthew & Huffman, Wallace & Shogren, Jason F. & Tegene, Abebayehu, 2002. "The Value of Verifiable Information in a Controversial Market: Evidence from Lab Auctions of Genetically Modified Food," ISU General Staff Papers 200201010800001245, Iowa State University, Department of Economics.
    • Handle: RePEc:isu:genstf:200201010800001245
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    as
    1. Jason F. Shogren & John A. List & Dermot J. Hayes, 2000. "Preference Learning in Consecutive Experimental Auctions," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 82(4), pages 1016-1021.
    2. Shogren, Jason F. & Seung Y. Shin & Dermot J. Hayes & James B. Kliebenstein, 1994. "Resolving Differences in Willingness to Pay and Willingness to Accept," American Economic Review, American Economic Association, vol. 84(1), pages 255-270, March.
    3. Huffman, Wallace E. & Shogren, Jason F. & Rousu, Matthew & Tegene, Abe, 2001. "The Value of Consumers of Genetically Modified Food Labels in a Market with Diverse Information: Evidence from Experimental Auctions," ISU General Staff Papers 200112010800001346, Iowa State University, Department of Economics.
    4. Jack Knetsch & Fang-Fang Tang & Richard Thaler, 2001. "The Endowment Effect and Repeated Market Trials: Is the Vickrey Auction Demand Revealing?," Experimental Economics, Springer;Economic Science Association, vol. 4(3), pages 257-269, December.
    5. Huffman, Wallace E. & Shogren, Jason F. & Rousu, Matthew C. & Tegene, Abebayehu, 2001. "The Value To Consumers Of Gm Food Labels In A Market With Asymmetric Information: Evidence From Experimental Auctions," 2001 Annual meeting, August 5-8, Chicago, IL 20553, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    6. Jason F. Shogren & John A. Fox, 1996. "Consumer Preferences for Fresh Food Items with Multiple Quality Attributes: Evidence from an Experimental Auction of Pork Chops," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 78(4), pages 916-923.
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    JEL classification:

    • Q10 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - General

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