A SPLIT-SAMPLE REVEALED AND STATED PREFERENCE DEMAND MODEL TO EXAMINE HOMOGENOUS SUBGROUP CONSUMER BEHAVIOR RESPONSES TO INFORMATION AND FOOD SAFETY TECHNOLOGY TREATMENTS

27th June 2013, 13:45 - 15:45

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Session: Revealed preferences II
Chaired By: Azusa Okagawa, National Institute for Environmental Studies
When & Where: 27th June 2013, 13:45 - 15:45, Room H
Presented By: Ash Morgan, Appalachian State University
Co-Author(s): John Whitehead, Appalachian State University, William Huth, University of West Florida, Greg Martin, Northern Kentucky State University and Richard Sjolander, University of West Florida
Discussant(s): Jens Abildtrup, INRA-LEF

The combination and joint estimation of revealed and stated preference (RP/SP) data approach to examining consumer preferences to relevant policy-based measures typically fail to account for heterogeneity in the data by considering behavior of the average individual. However, in policy-based analyses, where the research is often driven by understanding how different individuals react to different or similar scenarios, a preferred approach would be to analyze preferences of homogenous population subgroups. We accomplish this by developing a split-sample RP/SP analysis that examines whether homogenous subgroups of the population, based on individual health and behavioral characteristics, respond differently to health-risk information and new food safety technology. The ongoing efforts by the U.S. Food and Drug Administration (FDA) to reduce illness and death associated with consuming raw Gulf of Mexico oysters provide an ideal platform for the analysis as the health risks only relate to a very specific consumer subgroup. Results from split-sample demand models indicate that educational information treatments cause vulnerable at-risk consumers to reduce their oyster demand, implying that a more structured approach to disseminating the brochures to the at-risk population could have the desired result of reducing annual illness levels.

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