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| Payne, Collin R.; Messer, Kent D.; Kaiser, Harry M.. |
| In understanding decreases in demand after exposure to media-induced food scares, aggregate data are almost exclusively presented without taking into consideration potential confounding variables. However, a better approach may be to use an experimental design coupled with targeting homogeneous willingness-to-pay (WTP) subgroups based on similarities in behavioral, psychological, and demographic characteristics of those who are most vulnerable to food scare information. This is accomplished through experimental economics and an analysis strategy called a classification and regression tree (CART). A stigma framework—which guides conceptual understanding of effects of media-induced food scares—suggests controlling contextual variables to better approximate... |
| Tipo: Journal Article |
Palavras-chave: Food scare; Media; Classification and regression tree; Mad cow disease; Stigma; Marketing. |
| Ano: 2009 |
URL: http://purl.umn.edu/59231 |
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