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Journal article
Oyster Demand Adjustments to Counter-Information and Source Treatments in Response to Vibrio vulnificus
Journal of Agricultural and Applied Economics, Vol.41(3), pp.683-696
12/2009
Abstract
A web-based contingent behavior analysis was developed to quantify the effect of both negative and positive information treatments and post harvest processes on demand for oysters. Results from a panel model indicate that consumers of raw and cooked oysters behave differently after news of an oyster-related human mortality. While cooked oyster consumers take precautionary measures against risk, raw oyster consumers exhibit optimistic bias and increase their consumption level. Further, by varying the source of a counter-information treatment, we find that source credibility impacts behavior. Oyster consumers, and in particular, raw oyster consumers, are most responsive to information provided by a not-for-profit, nongovernmental organization. Finally, post harvest processing of oysters has no impact on demand.
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Details
- Title
- Oyster Demand Adjustments to Counter-Information and Source Treatments in Response to Vibrio vulnificus
- Publication Details
- Journal of Agricultural and Applied Economics, Vol.41(3), pp.683-696
- Resource Type
- Journal article
- Publisher
- Cambridge University Press
- Copyright
- Copyright © Southern Agricultural Economics Association 2009
- Identifiers
- 99380559496606600
- Academic Unit
- Commerce; Lewis Bear Jr. College of Business
- Language
- English