Degree

Doctor of Philosophy (PhD)

Department

Agricultural Economics and Agribusiness

Document Type

Dissertation

Abstract

This dissertation investigates behavioral and methodological factors affecting consumer valuation of nonmarket goods, focusing on tactile perception, hypothetical bias (HB) mitigation, and donation behavior in stated preference contexts. Across three experimental studies employing discrete choice experiment (DCE), the research examines how sensory experience and elicitation design influence willingness to pay (WTP).

The first chapter experimentally examines the role of tactile experience in influencing consumer perception and WTP for leather craft kits made from alligator and cowhide. Using a split-sample survey conducted at twelve craft events targeted at crafters, tactile engagement significantly enhanced perceived quality (overall, workability, and desirability) thereby elevating WTP for alligator leather products. However, after controlling for certainty-adjustment to address potential HB, the previously significant increases in WTP diminished, indicating that tactile effects on valuation may be less pronounced than earlier evidence suggested.

The second chapter introduces “Simul” methods as a third category of HB mitigation strategies positioned between traditional ex-ante and ex-post approaches. Six experimental treatments, including a control using hypothetical elicitation with certainty follow-up questions, real-payment group and four simul methods: default opt-out, repeated opt-out reminder, repeated reference price reminder, and addition of a “don’t know” option, reveal that the default opt-out intervention effectively reduces inflated hypothetical WTP and shortens survey completion time, whereas the certainty follow-up approach achieves greater HB reduction at the cost of higher respondent burden. For researchers prioritizing shorter survey durations, the default opt-out method could be a viable option.

The third chapter explores how excludability information, explicitly stating the benefit per dollar donated, affects free-riding behavior in voluntary contributions to public goods. By implementing a split-sample experiment of both hypothetical and real elicitations, this study tests whether excludability information reduces free-riding as part of a discrete choice experiment of donations to several charities While such information reduces price sensitivity and raises hypothetical WTP, it fails to alter real donation behavior, thereby amplifying the divergence between hypothetical and real responses.

Date

11-12-2025

Committee Chair

Penn, Jerrod

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Available for download on Wednesday, November 24, 2027

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