An experimental approach to valuing new differentiated products
通过创建实验商店，模拟真实购物环境，评估消费者对本地生产且保证鲜嫩的牛排的初始需求，发现支付意愿与先前条件估值法结果相当，但需求弹性大，且优质牛排需求挤占了保证鲜嫩产品的需求。
Abstract An experimental store was created to evaluate initial demand for locally produced and guaranteed tender steak products as a more realistic alternative to contingent valuation (CV) and dichotomous‐choice experimental methods. Strengths of the approach are incentive compatibility, a realistic consumption set, and a familiar choice environment. Consumers selected among USDA Choice, premium quality, lean, guaranteed tender and locaily produced strip steaks. A double‐hurdle count data model indicated initial willingness‐to‐pay (WTP) for locally produced steak comparable to prior CV results, but demand was highly elastic. Demand for premium quality steak crowded out demand for the guaranteed tender product, contrasting with prior dichotomous‐choice experimental results.