Health Information and the Choice of Fish Species: An Experiment Measuring the Impact of Risk and Benefit Information
在法国进行实验，评估健康信息（甲基汞风险与欧米伽-3益处）对消费者选择两种鱼类的影响，发现风险信息对支付意愿的改变作用大于益处信息，且40%的消费者不受信息影响。
An experiment was conducted in France to evaluate the impact of health information on consumers' choice between two different types of fish. Successive messages revealing risks (methylmercury) and benefits (omega-3s) of consuming the fish, along with consumption recommendations, were delivered. Results show a significant difference of reaction according to the order and type of information. The information about risks had a larger marginal impact on change in willingness to pay (WTP) than did the information about benefits. While the results show that detailed messages on risks/benefits, including recommendations for nutrition behavior, matter in the modification of WTP, 40% of respondents did not change their initial choices after the revelation of health information.