We examine how people might evaluate a product with novel attribute, given various kinds of risk information. Using a product with healthful benefits, we assess subjects' willingness to pay given various kinds of health risk information conveying reduced health risks, life tradeoffs, and...

Experimental subjects receive a different presentation of a food product's potential health risk reductions if people habitually eat it, and then asked to bid for the product. Results suggest that the bids vary across the groups that receive differing risk information.

Growing concerns about pesticide residues in fresh produce could result in increased demand for low-input agriculture with reduced pesticide residues, and decreased demand for conventional fresh produce. The objective of this study was to empirically evaluate consumer concern about pesticide...