AEA Papers and Proceedings
ISSN 2574-0768 (Print) | ISSN 2574-0776 (Online)
Go Vegan? Prejudice, (Blind) Experimentation, and Food Choices
AEA Papers and Proceedings
vol. 114,
May 2024
(pp. 666–71)
Abstract
We examine the role of prejudice and experimentation in the evaluation of a nonmainstream product. We conduct a randomized controlled experiment where participants evaluate a plant-based product. We vary (i) whether they can taste the product, (ii) whether the tasting is blind, and (iii) the timing of when they are informed that the product is plant-based. We find that blind and nonblind tasting significantly raise taste evaluations. However, blind experimentation is associated with the lowest willingness to pay. In short, blinding does not help overcome prejudice in contrast to findings in labor economics in the context of hiring decisions.Citation
Belot, Michèle, and Adelson Teh. 2024. "Go Vegan? Prejudice, (Blind) Experimentation, and Food Choices." AEA Papers and Proceedings, 114: 666–71. DOI: 10.1257/pandp.20241089Additional Materials
JEL Classification
- D12 Consumer Economics: Empirical Analysis
- D91 Micro-Based Behavioral Economics: Role and Effects of Psychological, Emotional, Social, and Cognitive Factors on Decision Making
- J23 Labor Demand
- M51 Personnel Economics: Firm Employment Decisions; Promotions