Please use this identifier to cite or link to this item: http://hdl.handle.net/10532/3173
Title: Assessing Projection Bias in Consumers’ Food Preferences
Authors: de-Magistris, Tiziana
Gracia Royo, Azucena
Issue Date: 2016
Citation: Plos One, 11(2)
Abstract: The aim of this study is to test whether projection bias exists in consumers’ purchasing decisions for food products. To achieve our aim, we used a non-hypothetical experiment (i.e., experimental auction), where hungry and non-hungry participants were incentivized to reveal their willingness to pay (WTP). The results confirm the existence of projection bias when consumers made their decisions on food products. In particular, projection bias existed because currently hungry participants were willing to pay a higher price premium for cheeses than satiated ones, both in hungry and satiated future states. Moreover, participants overvalued the food product more when they were delivered in the future hungry condition than in the satiated one. Our study provides clear, quantitative and meaningful evidence of projection bias because our findings are based on economic valuation of food preferences. Indeed, the strength of this study is that findings are expressed in terms of willingness to pay which is an interpretable amount of money.
URI: http://hdl.handle.net/10532/3173
ISSN: 1932-6203
License: http://creativecommons.org/licenses/by-nc-sa/3.0/es/
Appears in Collections:[DOCIART] Artículos científicos, técnicos y divulgativos

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