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Analyzing the consumer sweet tooth: ...

Hildebrand, Lenna.

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Analyzing the consumer sweet tooth: A field experiment on consumer preferences for chocolate.

Record Type:	Electronic resources : Monograph/item
Title/Author:	Analyzing the consumer sweet tooth: A field experiment on consumer preferences for chocolate./
Author:	Hildebrand, Lenna.
Description:	97 p.
Notes:	Source: Masters Abstracts International, Volume: 53-04.
Contained By:	Masters Abstracts International53-04(E).
Subject:	Economics, Agricultural. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=1562383
ISBN:	9781321095012

Analyzing the consumer sweet tooth: A field experiment on consumer preferences for chocolate.
Hildebrand, Lenna.

Analyzing the consumer sweet tooth: A field experiment on consumer preferences for chocolate. - 97 p.

Source: Masters Abstracts International, Volume: 53-04.

Thesis (M.S.)--University of Delaware, 2014.

This item must not be sold to any third party vendors.

In an environment of increasingly health conscious consumers, how they feel about the quality and safety of foods from different regions could have significant impact on their impressions of, and willingness to pay (WTP) for, origin labeled products leading to more government involvement in creating origin labeling programs. This study aimed to determine if regional labels on chocolate bars: 1) influenced consumers' taste perceptions, and 2) changed their WTP. In order to complete these objectives both a taste evaluation and BDM auction mechanism were employed in five field experiment sessions conducted at different locations in Delaware.

ISBN: 9781321095012Subjects--Topical Terms:

626648
Economics, Agricultural.

Analyzing the consumer sweet tooth: A field experiment on consumer preferences for chocolate.
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100 1 $a Hildebrand, Lenna. $3 3170994
245 1 0 $a Analyzing the consumer sweet tooth: A field experiment on consumer preferences for chocolate.
300 $a 97 p.
500 $a Source: Masters Abstracts International, Volume: 53-04.
500 $a Adviser: John C. Bernard.
502 $a Thesis (M.S.)--University of Delaware, 2014.
506 $a This item must not be sold to any third party vendors.
520 $a In an environment of increasingly health conscious consumers, how they feel about the quality and safety of foods from different regions could have significant impact on their impressions of, and willingness to pay (WTP) for, origin labeled products leading to more government involvement in creating origin labeling programs. This study aimed to determine if regional labels on chocolate bars: 1) influenced consumers' taste perceptions, and 2) changed their WTP. In order to complete these objectives both a taste evaluation and BDM auction mechanism were employed in five field experiment sessions conducted at different locations in Delaware.
520 $a Results showed a higher perceived food safety, food quality, and economic status for Europe and the U.S. over South America and Africa. When comparing labeled versions, participants preferred the taste of, and were willing to pay more for, chocolate from more-developed (Europe and the U.S.) over the less-developed regions. However, in comparing labeled and unlabeled versions of the same chocolate, it was found that origin labels did not hinder taste evaluations or WTP, and instead typically resulted in premiums. This was counter to initial hypotheses and suggests implementing voluntary or mandatory origin label can raise product evaluations and increase sales.
520 $a Taste evaluation and WTP bid difference models were conducted in order to identify variables that had a significant impact on the premium origin labeled products obtained over unlabeled products. Even though significant variables varied widely by model, there were a few that had an impact on both taste evaluation and WTP differences including income, children, post graduate education, and consumer importance placed on quality.
590 $a School code: 0060.
650 4 $a Economics, Agricultural. $3 626648
650 4 $a Psychology, Behavioral. $3 1017677
650 4 $a Psychology, Industrial. $3 520063
650 4 $a Business Administration, Marketing. $3 1017573
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710 2 $a University of Delaware. $b Department of Food and Resource Economics. $3 1018588
773 0 $t Masters Abstracts International $g 53-04(E).
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792 $a 2014
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856 4 0 $u http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=1562383