Measuring food preferences through experimental auctions: A review

Area of Science:

• Agricultural Economics
• Consumer Behavior
• Marketing Research

Background:

• Experimental auctions (EA) are increasingly used to assess consumer preferences for novel food products and attributes.
• Existing literature identifies significant challenges impacting the internal and external validity of EA studies.
• Understanding researchers' perspectives is crucial for advancing EA methodology in food science.

Purpose of the Study:

• To critically discuss current and future challenges in non-hypothetical experimental auctions for food preference measurement.
• To analyze scholars' views on specific issues in EA research concerning consumer food preferences.
• To provide practical implications for food researchers conducting EA studies.

Main Methods:

• Literature review and commentary on internal and external validity issues in experimental auctions.
• Survey of scholars to gather views on challenges in EA research for food preferences.
• Analysis of practical implications for food researchers.

Main Results:

• In-store experiments present a viable opportunity for conducting EA studies.
• Enhanced experimental detail is necessary to ensure research replicability.
• Scholars emphasize the need for consensus on the use and regulation of deceptive practices in EA.

Conclusions:

• Addressing validity challenges and enhancing methodological transparency are key for robust EA research in food.
• Future EA studies should prioritize in-store settings and detailed reporting.
• Establishing clear guidelines for ethical practices, including deceptive techniques, is essential for the field's integrity.