Title

Does Experience Overcome Perception Bias for Consumers of Grass-Finished Beef?

Author

Yunkyung Lee

Advisor

Freeman, Matthew Alan

Committee Member

Collart, Alba J.

Committee Member

Coatney, Kalyn T.

Committee Member

Schilling, M. Wes

Date of Degree

1-1-2014

Original embargo terms

MSU Only Indefinitely

Document Type

Graduate Thesis - Open Access

Abstract

This research focuses on estimating the shift in consumer willingness to pay (WTP) a price premium/discount for Native warm season grassed beef and for Bermuda grassed beef, an exotic species to the U.S. We utilized sensory analysis and the Becker-Degroot-Marschak (BDM) mechanism to elicit consumers’ preference for four different types of beef to determine how the premiums/discounts consumers place on these differentiated products change across information regimes: perception, experience, and complete information. Subjects participated in the BDM mechanism three times to determine their WTP: once after observing the raw packaged product with standard labeling information, once after a blind taste sample of the products, and once after complete information has been provided that links the raw packaged product to the blind taste sample. Results revealed strong preferences for NWSGed beef regardless of finishing methods, and positive impacts of the sensory results and label information on grassinished beef steaks.

URI

https://hdl.handle.net/11668/21205

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