We used a controlled, uniform 5th-price auction to elicit values for sweet potatoes—both when location is known and unknown, and before and after tasting and providing health information. Significant differences were found between pre- and post-consumption valuations and also found that...

Uniform auctions are commonly used to elicit willingness to pay for new or novel products, product attributes, or non-market goods. However, most auctions or other contingent-valuation techniques do not allow for negative values, despite the fact that many consumers hold negative values for...

Agriculture’s significant global contribution to greenhouse gas (GHG) emissions has spurred consumer and retailer mitigation interest. Biotechnology, designed to enhance the marketable portion of yield via improved disease, weed and pest management with the same or lower use of inputs, is...