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Is Presentation Everything? Using Visual Presentation of Attributes in Discrete Choice Experiments to Measure the Relative Importance of Intrinsic and Extrinsic Beef Attributes

Author

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  • Umberger, Wendy J.
  • Mueller, Simone C.
Abstract
A unique discrete choice experiment (DCE) is used to estimate the relative importance of quality attributes to Australian beef consumers. In the DCE, consumers choose their preferred beef steaks from options varying in a large number of intrinsic (marbling and fat trim) and extrinsic/credence (brand, health, forage, meat standards/quality, and production and process claims) attributes. This study is the only known DCE to present these attributes to consumers visually – in a manner that more realistically simulates the retail choice scenario for beef and allows us to evaluate the relative importance of attributes that consumers use both consciously and unconsciously when making product choices. Respondents’ beef choices were analyzed using a latent class scale adjusted choice model. We address two import issues that have potentially strong implications for the validity of estimated attribute values: intrinsic attributes are likely to be underestimated in their importance if not presented visually; and DCEs that exclude important attributes (such as intrinsic characteristics) are likely to overestimate the value of product characteristics. The results suggest that visual attribute level presentation in DCEs results in less biased value estimates. Therefore, it is not only important to consider what attributes to include, but also how you present the attributes.

Suggested Citation

  • Umberger, Wendy J. & Mueller, Simone C., 2010. "Is Presentation Everything? Using Visual Presentation of Attributes in Discrete Choice Experiments to Measure the Relative Importance of Intrinsic and Extrinsic Beef Attributes," 2010 Annual Meeting, July 25-27, 2010, Denver, Colorado 61856, Agricultural and Applied Economics Association.
    • Handle: RePEc:ags:aaea10:61856
    DOI: 10.22004/ag.econ.61856
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    Cited by:

    1. Wongprawmas, Rungsaran & Canavari, Maurizio, 2017. "Consumers’ willingness-to-pay for food safety labels in an emerging market: The case of fresh produce in Thailand," Food Policy, Elsevier, vol. 69(C), pages 25-34.
    2. Van Wezemael, Lynn & Caputo, Vincenzina & Nayga, Rodolfo M. & Chryssochoidis, George & Verbeke, Wim, 2014. "European consumer preferences for beef with nutrition and health claims: A multi-country investigation using discrete choice experiments," Food Policy, Elsevier, vol. 44(C), pages 167-176.
    3. Leonardo Casini & Nicola Marinelli & Gabriele Scozzafava, 2013. "Distribuzione organizzata vs. negozio specializzato: uno studio sulle preferenze del consumatore italiano di carne bovina," Economia agro-alimentare, FrancoAngeli Editore, vol. 15(1), pages 157-181.
    4. Scozzafava, Gabriele & Casini, Leonardo & Marinelli, Nicola, 2012. "Modern Distribution vs. Specialised Shop: a Study on beef consumer behaviour," 2012 XX Convegno Annuale SIEA, Siracusa, Italy 130448, Italian Society of Agri-food Economics/Società Italiana di Economia Agro-Alimentare (SIEA).
    5. Mueller, Simone C. & Umberger, Wendy J., 2010. "“Pick the Tick” The Impact of Health Endorsements on Consumers’ Food Choices," 115th Joint EAAE/AAEA Seminar, September 15-17, 2010, Freising-Weihenstephan, Germany 116436, European Association of Agricultural Economists.

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