Document Type
Article
Journal/Book Title/Conference
Journal of Agricultural and Applied Economics
Volume
52
Issue
1
Publisher
Cambridge University Press
Publication Date
11-27-2019
First Page
160
Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 License.
Last Page
176
Abstract
Consumers prefer bright, cherry-red retail beef. Retailers often mark down the price of discolored beef for quick sale. However, following this practice could result in a net loss of revenue if consumer willingness to pay (WTP) for nondiscolored beef is negatively affected by the presence of discolored beef in the consumer choice set. Through a hypothetical online survey and a controlled in-person experiment, we determine that marketing discolored beef together with nondiscolored beef increases most consumers’ evaluation of, but not their WTP for, nondiscolored beef.
Recommended Citation
Feuz R, Norwood FB, and Ramanathan R (2020). The Spillover Effect of Marketing Discolored Beef on Consumer Preferences for Nondiscolored Beef. Journal of Agricultural and Applied Economics 52, 160–176. https:// doi.org/10.1017/aae.2019.39
