Purchase Intention Effects in Experimental Auctions and Real Choice Experiments

This article examines consumers’ preference for three types of orange juice in China. Two non-hypothetical experiments, Real Choice Experiments and Experimental Auctions were used in the study. We found that WTP estimates from real choice experiment are significantly higher than auction bids, which is consistent with what Lusk and Schroeder (2006) and Gracia, Loureiro, and Nayga (2011) found in their paper. In addition, we found that purchase intention only has significantly effects on consumers’ behavior in Experimental Auction, but not in Real Choice Experiments, and this purchase intention only has effects on non-novel food, but not novel food.