The use of non-hypothetical experimental markets for measuring the acceptance of genetically modified foods

• Published in: Food quality and preference Vol. 15; no. 7; pp. 701 - 714
• Main Authors: Jaeger, Sara R., Lusk, Jayson L., House, Lisa O., Valli, Carlotta, Moore, Melissa, Morrow, Bert, Traill, W.Bruce
• Format: Journal Article Conference Proceeding
• Language: English
• Published: Oxford Elsevier Ltd 01.10.2004; Elsevier
• Subjects: Biological and medical sciences; Consumer acceptance; consumer attitudes; data analysis; data collection; economic theory; Experimental laboratory auctions; food acceptability; food biotechnology; Food industries; food purchasing; food retailing; Fundamental and applied biological sciences. Psychology; General aspects; genetic engineering; genetic improvement; genetically modified foods; market analysis; Methods of analysis, processing and quality control, regulation, standards; USA; Willingness-to-accept; USA; Willingness-to-accept; Consumer acceptance; GM; Experimental laboratory auctions; Acceptance; Use; Markets; Laboratory; Genetically modified organism; Feeding preference; Food
• ISSN: 0950-3293; 1873-6343
• DOI: 10.1016/j.foodqual.2004.04.002

The findings from a study measuring consumer acceptance of genetically modified (GM) foods are presented. The empirical data were collected in an experimental market, an approach used extensively in experimental economics for measuring the monetary value of goods. The approach has several advantages over standard approaches used in sensory and marketing research (e.g., surveys and focus groups) because of its non-hypothetical nature and the realism introduced by using real goods, real money, and market discipline. In each of three US locations, we elicited the monetary compensation consumers required to consume a GM food. Providing positive information about the benefits of GM food production, in some cases, reduced the level of monetary compensation demanded to consume the GM food.