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

Fingerprint

Multi-unit auctions
Willingness-to-pay
Food products
Demand curve
Shopping
Consumer surplus
Price discount
Scenarios
Experimental auctions

Keywords

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

Cite this

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On the Use of Multi-Unit Auctions in Measuring Consumers’ Willingness to Pay for Food Products. / Akaichi, F; Nayga, Rodolfo; Maria, Gil Jose.

In: Advances in Consumer Research, Vol. 39, 03.2011, p. 311.

Research output: Contribution to journalArticle

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