Cross-Game Learning In Preference Elicitation For An Upcycled Food Product
Date Issued
2025
Author(s)
Andreas Drichoutis
Rodolfo M. Nayga Jr.
Abstract
This study investigates consumer willingness to pay (WTP) for an upcycled food product—
hazelnut chips made from bio-waste—elicited via experimental auctions. The research design aims
in exploring the effect of storytelling as a branding strategy on WTP and consumer purchasing
behavior. The experiment is structured into six treatments, incorporating variations in information
provision and auction mechanisms. The findings will contribute to understanding consumer
preference elicitation and the effectiveness of branding strategies in promoting sustainability in the
food industry. Moreover, we examine whether cross-game learning (Giebe et al., 2024) in
homegrown value auctions has the potential to mitigate misbidding behavior.
hazelnut chips made from bio-waste—elicited via experimental auctions. The research design aims
in exploring the effect of storytelling as a branding strategy on WTP and consumer purchasing
behavior. The experiment is structured into six treatments, incorporating variations in information
provision and auction mechanisms. The findings will contribute to understanding consumer
preference elicitation and the effectiveness of branding strategies in promoting sustainability in the
food industry. Moreover, we examine whether cross-game learning (Giebe et al., 2024) in
homegrown value auctions has the potential to mitigate misbidding behavior.
Subjects
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