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Article
An Empirical Application of Laboratory Experimental Auctions in Marketing Research
Journal of Agricultural and Resource Economics
  • Dale J. Menkhaus, University of Wyoming
  • George W. Borden, University of Wyoming
  • Glen D. Whipple, University of Wyoming
  • Elizabeth Hoffman, Iowa State University
  • Ray A. Field, University of Wyoming
Document Type
Article
Publication Version
Published Version
Publication Date
1-1-1992
Abstract

A laboratory experimental auction was used to determine factors influencing the relative value consumers place on alternative retail beef packaging. Results indicate information is very important for the successful introduction and marketing of the vacuum skin package. Physical appearance of the beef plays a major role in purchasing decisions by consumers, with fat and shape significantly decreasing the value of beef in the vacuum skin package relative to beef in the overwrapped styrofoam tray package. Experimental economics procedures, when combined with traditional marketing research techniques, can provide useful information for marketing decisions and economic analyses.

Comments

This is an article from Journal of Agricultural and Resource Economics, 1992, 17(1); 44-55. Posted with permission.

Copyright Owner
Western Agricultural Economics Association
Language
en
File Format
application/pdf
Citation Information
Dale J. Menkhaus, George W. Borden, Glen D. Whipple, Elizabeth Hoffman, et al.. "An Empirical Application of Laboratory Experimental Auctions in Marketing Research" Journal of Agricultural and Resource Economics Vol. 17 Iss. 1 (1992) p. 44 - 55
Available at: http://works.bepress.com/elizabeth-hoffman/25/