Abstract
Abstract
This study presents an eye-tracking experiment to investigate consumer responses toward local Texas honey. Honey adulteration news was used as a treatment along with product attributes, such as a certified Texas honey seal, price, organic, and product reviews. The eye-tracking technology was applied to examine the effect of attribute-non-attendance to measure the treatment effects more robustly. The results show that honey adulteration information increases consumers’ willingness to pay (WTP) for some quality-related attributes. The results also show that negative product reviews have a much larger reduction in the magnitude of WTP than the increase produced by positive product reviews.
Publisher
Cambridge University Press (CUP)
Subject
Economics and Econometrics,Agricultural and Biological Sciences (miscellaneous)
Reference58 articles.
1. Management science engineering trust: Reciprocity in the production of reputation information;Bolton;Management Science,2013
2. Nielsen. (2020). Honey category overview . Internet site: https://honey.com/images/files/Nielsen-Category-Review-Honey-2020.pdf.
3. Risk aversion in the small and in the large;Pratt;Econometrica,1964
4. Reciprocity and unveiling in two-sided reputation systems: Evidence from an experiment on Airbnb;Fradkin;Marketing Science,,2021
5. KPMG. (2020). The pandemic forces digital acceleration . Internet site: https://home.kpmg/us/en/home/insights/2020/09/digital-acceleration.html.