Silva, Andres; Nayga Jr., Rodolfo M.; Campbell, Benjamin L. - In: International Food and Agribusiness Management Review 10 (2007) 02
Willingness to pay (WTP) estimates for novel products are needed to assess consumers' valuation of these products as well as for product adoption and optimal pricing strategies. Using experiments in a retail setting, we compare hypothetical and non-hypothetical WTP values between a...