Please use this identifier to cite or link to this item: http://hdl.handle.net/10419/97321
Authors: 
Yu, Xiaohua
Yan, Binjian
Gao, Zhifeng
Year of Publication: 
2014
Series/Report no.: 
GlobalFood Discussion Papers 36
Abstract: 
Human behaviours are driven by two different types of motives: implicit and explicit motives. Psychologists have developed two main tools, namely time pressure and cognitive load, to disentangle the two motives. It implies that the values of willingness to pay (WTP) are sensitive to time pressure and cognitive load levels in practice. An experiment with 233 students is 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 increasing cognitive load could significantly reduce consumers' WTP for organic food; and time pressure does not have significant impact on WTP values. Such results remind us of being particularly cautious about the cognitive load situations of respondents during a WTP survey. Otherwise, the WTP results are unstable and inconvincible.
Subjects: 
Motives
Time Pressure
Cognitive Load
WTP
Organic Food
Experiments
JEL: 
C91
Q13
Document Type: 
Working Paper

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