Are Consumers as Constrained as Hens are Confined? Brain Activations and Behavioral Choices after Informational Influence Francisco, Alex Bruce, Amanda Crespi, John Crespi, John Lusk, Jayson McFadden, Brandon Bruce, Jared Aupperle, Robin Lim, Seung-Lark
dc.contributor.department Economics 2018-05-26T01:49:23.000 2020-06-30T02:08:31Z 2020-06-30T02:08:31Z Thu Jan 01 00:00:00 UTC 2015 2015-01-01
dc.description.abstract <p>In 2008, California passed Proposition 2, specifying confinement space for certain farm animals. Proposition 2 went into full effect January 2015 and has significant implications for egg production in California and possibly even interstate commerce. We examined the influence of promotional videos aired during the campaign on consumers’ willingness-to-pay for eggs produced in a more open production system (i.e., cage-free, free range) and corresponding neurofunctional activations during decisions. Forty-six participants (24 females), aged 18–55 years (<em>M</em>=29.65), were enrolled and performed a food decision-making task during fMRI scanning. In each decision, two options of identical one dozen cartons of eggs were presented simultaneously. Below each option were two attributes, describing price and production method. Cage free and free-range eggs were more expensive, at varying degrees. Participants were randomized to one of three 30-second video groups: pro-Proposition 2, anti-Proposition 2, and a Neutral flowing stream. Based on a whole brain analysis, participants in the pro-Proposition 2 video group (<em>N</em>=16) demonstrated significantly greater activations post-video compared to pre-video in left insular cortex and right occipital cortex. This change in insula activity may be indicative of increased social risk involved with the purchase of closed production method eggs, driving participants to increase their percentage of decisions to purchase the higher priced, open-method eggs. It is possible that the insula activation indicates that consumers are constrained to choosing the eggs produced under open-cage production methods, after viewing advertisements advocating for Proposition 2.</p>
dc.description.comments <p>This article is published as Francisco, A., A.S. Bruce, J.M. Crespi, J.L. Lusk, B.R. McFadden, J. Bruce, R.L. Aupperle and S-L. Lim. “Are Consumers as Constrained as Hens are Confined? Brain Activations and Behavioral Choices after Informational Influence.” Journal of Agricultural & Food Industrial Organization 13(2015):113-119. DOI: <a href="" target="_blank">10.1515/jafio-2015-0022</a>. Posted with permission.</p>
dc.format.mimetype application/pdf
dc.identifier archive/
dc.identifier.articleid 1617
dc.identifier.contextkey 12173008
dc.identifier.s3bucket isulib-bepress-aws-west
dc.identifier.submissionpath econ_las_pubs/617
dc.language.iso en
dc.source.bitstream archive/|||Sat Jan 15 01:17:22 UTC 2022
dc.source.uri 10.1515/jafio-2015-0022
dc.subject.disciplines Agricultural and Resource Economics
dc.subject.disciplines Economic History
dc.subject.disciplines Growth and Development
dc.subject.disciplines Health Economics
dc.subject.disciplines Industrial Organization
dc.subject.disciplines Macroeconomics
dc.subject.keywords eggs
dc.subject.keywords insula
dc.subject.keywords decision-making
dc.subject.keywords production methods
dc.title Are Consumers as Constrained as Hens are Confined? Brain Activations and Behavioral Choices after Informational Influence
dc.type article
dc.type.genre article
dspace.entity.type Publication
relation.isAuthorOfPublication ce210dae-8839-4a40-837c-f17b1bac916d
relation.isOrgUnitOfPublication 4c5aa914-a84a-4951-ab5f-3f60f4b65b3d
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