Sokoine University of Agriculture

The influence of incentives in eliminating hypothetical bias: Evidence from a choice-based conjoint experiment for beef products in Iringa and Mbeya Regions in Tanzania

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dc.contributor.author Nandonde, S. W.
dc.contributor.author Msuya, E. E.
dc.contributor.author Mtenga, L. A.
dc.contributor.author Kilima, F. T.
dc.contributor.author Alphonce, R.
dc.date.accessioned 2021-08-05T09:24:33Z
dc.date.available 2021-08-05T09:24:33Z
dc.date.issued 2013
dc.identifier.issn 2327-3151
dc.identifier.uri http://www.suaire.sua.ac.tz/handle/123456789/3829
dc.description Research Paper en_US
dc.description.abstract Consumer responses were observed for a within-sample comparison of preference and willingness-to pay (WTP) estimates for tenderness, leanness, freshness and hygiene for beef products from finished cattle and non-finished cattle (status quo). This comparison was conducted through two sessions of repeated choice-based conjoint experiments (CBC), starting with a hypothetical choice-based conjoint (HCBC) experiment that involved cheap talk only followed by a real choice-based conjoint (RCBC) experiment that involved the actual purchase of experimental products with real money. Consumers prefer more tender, less fatty, chilled beef and clean retailing premises, regardless of the choice session; however, the estimated coefficients were not equal (p<0.001). The selection was motivated by alternatives in HCBC where finished beef constituted 76% of all choices made. The selection of finished beef dropped to 67% in RCBC where consumers were sensitive to the price and quality content of alternative products. Consumers overestimate the WTP for hygiene in HCBC (p=0.014); however, there are no significant differences in WTP estimates for other attributes. Therefore, it is concluded that monetary incentives can reduce hypothetical choice bias and provide more trustworthy WTP estimates for all attributes. Key words: Beef, fini en_US
dc.language.iso en en_US
dc.subject Beef en_US
dc.subject finishing en_US
dc.subject chilling en_US
dc.subject hygiene en_US
dc.subject tenderness en_US
dc.subject preferences en_US
dc.subject willingness to pay en_US
dc.title The influence of incentives in eliminating hypothetical bias: Evidence from a choice-based conjoint experiment for beef products in Iringa and Mbeya Regions in Tanzania en_US
dc.type Article en_US
dc.url http://academeresearchjournals.org/journal/jaed en_US


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