Surveys often ask people to assign a value to some specific thing, by estimating how much they’d be willing to pay for it. But there can be a difference between what people say they would pay, and what they would pay, if they actually had to buy something. Economists call this “hypothetical bias,” and they try various ways to overcome it. One way is telling respondents their answers are consequential—that is, their answers can potentially influence actions of agencies or organizations.
Qiujie “Angie” Zheng, an associate professor of economics at UAA, incorporated this notion of consequentiality in a choice experiment in 2015. She worked with colleagues in other U.S. and Chinese universities to survey more than 1,000 shoppers at supermarkets in three Chinese cities, to assess their willingness to pay for Alaska salmon. Currently, little Alaska salmon is available in China.
Join us at ISER to hear what Dr. Zheng learned about Chinese consumers’ perceptions about Alaska salmon, and how they value specific characteristics of that salmon.
When: Friday, September 22, 12 to 1
Where: ISER Conference Room, Third Floor, 1901 Bragaw Street, Suite 301
Note: This talk will not be streamed or recorded.