Consumer Preferences for Fresh Food Items with Multiple Quality Attributes: Evidence from an Experimental Auction of Pork Chops
通过实验拍卖方法，评估消费者对猪排不同质量属性的感知和支付意愿，发现仅凭外观预测需求不可靠，实际品尝对偏好有重要影响。
Abstract This study illustrates an application of experimental auction methods, using both experimental economics and experimental design, to evaluate consumer perceptions and willingness to pay (WTP) for fresh pork chops. We test and reject hypotheses that ( a ) market prices and consumers' WTP are unaffected by the level of attributes embodied in the pork chops, ( b ) appearance (based on photographs or actual product) and actual taste are equally good sources of consumer information, and ( c ) consumers are consistent in their preferences for fresh pork attributes. A major conclusion is that predicting consumer demand for fresh pork (or any fresh food) based on appearance without tasting is unproductive.