Journal
EUROPEAN REVIEW OF AGRICULTURAL ECONOMICS
Volume 45, Issue 5, Pages 749-782Publisher
OXFORD UNIV PRESS
DOI: 10.1093/erae/jby009
Keywords
hypothetical bias; novel food; Repeated Opt-Out Reminder; willingness-to-pay
Categories
Funding
- Danish International Development Agency (DANIDA), Ministry of Foreign Affairs of Denmark [13-06KU]
Ask authors/readers for more resources
In this paper, we test whether a Repeated Opt-Out Reminder (ROOR) can mitigate hypothetical bias in stated discrete choice experiments (DCE). The data originate from a field experiment concerning consumer preferences for a novel food product made from cricket flour. Utilising a between-subject design with three treatments, we find significantly higher marginal willingness-to-pay values in hypothetical than in nonhypothetical settings, confirming the presence of hypothetical bias. Comparing this to a hypothetical setting where the ROOR is introduced, we find that the ROOR effectively mitigates hypothetical bias for one attribute and significantly reduces it for the rest of the attributes.
Authors
I am an author on this paper
Click your name to claim this paper and add it to your profile.
Reviews
Recommended
No Data Available