On the Use of Multi-Unit Auctions in Measuring Consumers’ Willingness to Pay For Food Products

This paper proposes the use of multi-unit auctions in studying consumers’ willingness to pay for products in a multi-unit shopping scenario. We show how this method can overcome the limitations of single-unit experimental auctions in obtaining demand curve, consumer surplus, inverse elasticity and determinants of consumers’ WTP for multiple units.



Citation:

Faical Akaichi, Rodolfo M. Nayga, and Jose M. Gil (2011) ,"On the Use of Multi-Unit Auctions in Measuring Consumers’ Willingness to Pay For Food Products", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 311-317.

Authors

Faical Akaichi, University of Arkansas, USA
Rodolfo M. Nayga, University of Arkansas, USA
Jose M. Gil, CREDA, Polytechnic University of Catalonia, Spain



Volume

NA - Advances in Consumer Research Volume 39 | 2011



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