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Related Experiment Video

Updated: Sep 2, 2025

Errors as a Means of Reducing Impulsive Food Choice

Errors as a Means of Reducing Impulsive Food Choice

Published on: June 5, 2016

Peer feedback can decrease consumers' willingness to pay for food: Evidence from a field experiment.

Melissa L Langer¹, Kelly A Davidson¹, Brandon R McFadden²

¹Department of Applied Economics and Statistics at the University of Delaware, USA.

|August 8, 2022

Summary

This summary is machine-generated.

Consumer feedback significantly impacts food preferences. Knowing peer preferences, like willingness to pay (WTP) or consumption frequency, decreased consumers' WTP for products by 5%-9%.

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Last Updated: Sep 2, 2025

Errors as a Means of Reducing Impulsive Food Choice

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Published on: June 5, 2016

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Published on: June 21, 2019

Area of Science:

Behavioral Economics
Consumer Psychology
Food Marketing

Background:

Many consumer products struggle to gain market traction.
Word-of-mouth marketing and online consumer feedback are crucial strategies, amplified by social media.
Existing research on consumer feedback's influence on willingness to pay (WTP) for food is inconsistent and often uses small, hypothetical samples.

Purpose of the Study:

To investigate the impact of consumer feedback on food preferences.
To quantify the effect of peer preferences on consumers' willingness to pay (WTP) in a real-world setting.

Main Methods:

An economic field experiment was conducted with 1,068 adult consumers.
Participants made purchasing decisions for oysters, mushrooms, and chocolate.
The study analyzed the influence of knowledge about peer preferences (WTP and consumption frequency) on individual choices.

Main Results:

Knowledge of peer preferences led to a 5%-9% decrease in consumers' willingness to pay.
This effect was observed across different food products (oysters, mushrooms, chocolate).

Conclusions:

Consumer feedback, specifically awareness of peer willingness to pay and consumption habits, negatively impacts individual willingness to pay for food products.
Findings challenge the assumption that social proof always increases demand, suggesting potential saturation or negative signaling effects in food markets.