Experimental auctions, collective induction and choice shift: willingness-to-pay for rice quality in Senegal

We propose a collective induction treatment as an aggregator of information and preferences, which enables testing whether consumer preferences for food quality elicited through experimental auctions are robust to aggregation. We develop a two-stage estimation method based on social judgement scheme...

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Bibliographic Details
Published in:European review of agricultural economics 2013-03, Vol.40 (2), p.261-286
Main Authors: Demont, Matty, Rutsaert, Pieter, Ndour, Maïmouna, Verbeke, Wim, Seck, Papa A, Tollens, Eric
Format: Article
Language:English
Subjects:
Auctions
Brand preferences
Consumers
Decision theory
Food
Food quality
Markets
Product quality
Rice
Senegal
Social influence
Social status
Studies
Willingness to pay
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Summary:We propose a collective induction treatment as an aggregator of information and preferences, which enables testing whether consumer preferences for food quality elicited through experimental auctions are robust to aggregation. We develop a two-stage estimation method based on social judgement scheme theory to identify the determinants of social influence in collective induction. Our method is tested in a market experiment aiming to assess consumers' willingness-to-pay for rice quality in Senegal. No significant choice shift was observed after collective induction, which suggests that consumer preferences for rice quality are robust to aggregation. Almost three quarters of social influence captured by the model and the variables was explained by social status, market expertise and information. [PUBLICATION ABSTRACT]
ISSN:0165-1587
1464-3618
DOI:10.1093/erae/jbs021