The Usefulness of Experimental Auctions in Determining Consumers Willingness-to-Pay and Relative Willingness-to-Pay Values for Closely Related Products

Document Type

Article

Journal/Book Title/Conference

Review of Agricultural Economics

Volume

26

Issue

2

Publication Date

2004

First Page

170

Last Page

185

Abstract

The validity and effectiveness of using experimental auctions to elicit consumers' willingness‐to‐pay for closely related, quality‐differentiated products is examined. The effect of panelists' demographics on bid values and auction winners, and the impact of experimental procedures on auction prices are analyzed. Demographic variables are poor predictors of bids and auction winners. Experimental procedures such as panel size and initial endowment influence market price level. Relative bid differences for paired samples are primarily influenced by relative differences in taste panel ratings. Relative willingness‐to‐pay values elicited through experimental auctions appear valid, while actual willingness‐to‐pay values are influenced by experimental design.

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