标题：Anchoring, Information, and Fragility of Choice Experiments: An Application to Consumer Willingness to Pay for Rice with Improved Storage Management
期刊名称：Journal of Agricultural and Resource Economics
印刷版ISSN：1068-5502
出版年度：2017
卷号：42
期号：2
页码：255-274
出版社：WAEA
摘要：This study uses an experimental auction and a discrete choice experiment to determine consumers’willingness to pay (WTP) for rice with improved insect control and for rice stored using IntegratedPest Management and investigates potential reasons—anchoring and information—why somestudies have found inconsistencies between the two methods. Results indicate that WTP estimatesfrom the choice experiment are lower than consumers’ average auction bids. Anchoring inthe choice experiment appears to be an explanation for the discrepancy. Providing consumerswith additional information about the products improved choice experiment results, producingconsistent preference ordering and increasing WTP estimates.
