On the Use of Multi-Unit Auctions in Measuring Consumers’ Willingness to Pay for Food Products

F Akaichi, Rodolfo Nayga, Gil Jose Maria

Research output: Contribution to journalArticle

Abstract

This paper proposes the use of multi-unit auctions in studying consumers’ willingness to pay (WTP) for food products in a multi-unit shopping scenario. We show how this method can overcome the limitations of single-unit experimental auctions in obtaining useful information related to WTP for not just the first unit but also subsequent units of a product, the demand curve, consumer surplus, the determinants of consumers’ WTP for each auctioned unit, and the effect of potential price discount strategies.
Original languageEnglish
Pages (from-to)311
Number of pages317
JournalAdvances in Consumer Research
Volume39
Publication statusPrint publication - Mar 2011
Externally publishedYes

Keywords

  • Multi-unit auctions
  • Willingness to pay
  • Organic milk

Fingerprint Dive into the research topics of 'On the Use of Multi-Unit Auctions in Measuring Consumers’ Willingness to Pay for Food Products'. Together they form a unique fingerprint.

  • Cite this