Consumers' Willingness to Pay for the Color of Salmon: A Choice Experiment with Real Economic Incentives
通过设计一个标价实验市场，让消费者在真实经济激励下选择不同颜色和价格的三文鱼片，并用混合Logit模型分析数据，研究消费者对三文鱼颜色的支付意愿。
In most retail markets, sellers post the price and consumers choose which products to buy. We designed an experimental market with posted prices to investigate consumers' willingness to pay for the color of salmon. Salmon fillets varying in color and price were displayed in twenty choice scenarios. In each scenario, the participants chose which of two salmon fillets they wanted to buy. To induce real economic incentives, each participant drew one binding scenario; the participants then had to buy the salmon fillet they had chosen in their binding scenario. The choice data were analyzed with a mixed logit model.