Journal
AGRICULTURAL ECONOMICS
Volume 45, Issue -, Pages 119-127Publisher
WILEY
DOI: 10.1111/agec.12134
Keywords
Motives; Time pressure; Cognitive load; WTP; Organic food; Experiments
Categories
Funding
- German Research Foundation (DFG) [RTG 1666]
- National Natural Science Foundation of China [70903039, 71333008, 71273006]
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Human behaviors are driven by implicit and explicit motives. Psychologists have developed two main tools, namely time pressure and cognitive load, to disentangle the two motives. This implies values of willingness to pay (WTP) may be sensitive to time pressure and cognitive load levels in practice. An experiment with 233 students was conducted in China to study the willingness to pay for organic food with consideration of different time pressures and cognitive load levels. Results show that (1) increasing cognitive load could significantly reduce consumers' WTP for organic food; and (2) time pressure does not have a significant impact on WTP values. Such results suggest researchers should be particularly cautious about the cognitive load situations of respondents during a WTP survey.
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