lec 15

Question 1

broccoli is pretty widely eaten, but there’s a problem! what is it?

Answer 1

broccoli req a lot of water to grow, and california (where its prod) is in a drought

also transportation costs

Question 2

what were the objectives of the study to see if people like broccoli?

Answer 2

do customers care about
- physical appearance?
- authenticity (origin)?
- are eastern customers more willing to pay transportation fees than compromise?

Question 3

what was the process of the broccoli study? what were its findings?

Answer 3

1. subjects were presented w three broccolo varieties: 2 new, 1 cali
2. rated based on appearance + taste –> indicated how much they were willing to pay for one pound

four sessions were done: two where they were not told the origins, two where they were

when consumers were told the location they rated appearance and taste higher
- cali rated highest for appearance
- NY rated highest for taste
- overall were willing to pay more for NY variety when told it was from NY

basically locally grown has a positive effect on WTP

Question 4

what were the objectives of the potato study

Answer 4

do customers care about GE potatos?
- health benefits: reduced acrylamid
- enviorn benefits: reduced food waste + less pesticide
- breeding tech used?
- who is the breeder? (priv companies vs gov)

Question 5

how were the GE potatoes for the study made? what was the method for gauging people’s liking of the potatoes

Answer 5

GM transgenic puts Bt gene in potatoes

then GM cisgenic transfer genes to sexually compatible organisms (ie ‘wild’ potatoes)

gauged WTP via choice experiment where they were presented w three options w various traits

Question 6

what were the results of the potato study

Answer 6

1. highest WTP for acrylamid reduction, then other traits
2. consumers want to be discounted for GE breeding tech
3. the gov is the most preferred breeder for potatoes