O. Ashton Morgan

Oyster Demand Adjustments to Counter-Information and Source Treatments in Response to Vibrio vulnificus

A web-based contingent behavior analysis was developed to quantify the effect of both negative and positive information treatments and post harvest processes on demand for oysters. Results from a panel model indicate that consumers of raw and cooked oysters behave differently after news of an oyster-related human mortality. While cooked oyster consumers take precautionary measures against risk, raw oyster consumers exhibit optimistic bias and increase their consumption level. Further, by varying the source of a counter-information treatment, we find that source credibility impacts behavior. Oyster consumers, and in particular, raw oyster consumers, are most responsive to information provided by a not-for- profit, nongovernmental organization. Finally, post harvest processing of oysters has no impact on demand.

Consumer Valuation of Food Safety: The Case of Postharvest Processed Oysters

Consumers’ willingness to pay for postharvest-processed (PHP) raw oysters—oysters without health risks—is studied in experimental auction markets. The experimental design decomposes the effects of taste, objective risk information, and information on four PHP technologies on consumer valuations. Results show that relatively uninformed consumers are willing to pay equivalent amounts for PHP and traditional raw oysters. However, after a blind taste test, consumers are willing to pay a significant premium for traditional raw oysters, and the premium persists after objective information on risk and processing technologies is provided. The results are robust across PHP technologies.

Estimating a Payment Vehicle for Financing Nourishment of Residential Beaches using a Spatial-Lag Hedonic Property Price Model

Beach nourishment projects are common methods for coastal states to protect beaches and property from the natural erosive process. However, while the beneficiaries of beach nourishment tend to be local property owners and recreators, projects are typically funded at the state level. Based on the benefit principle, as local residents receive more of the erosion protection benefits of the nourishment projects, we estimate a value capture tax, designed to levy the financing burden in a manner that approximates the distribution of benefits. The benefits of nourishment projects to coastal property owners are estimated using the results from a spatial-lag hedonic model that controls for viewshed effects.

Measuring the Impact of the BP Deepwater Horizon Oil Spill on Consumer Behavior

We exploit the timing of the BP Deepwater Horizon oil spill to develop a unique dataset of oyster consumer actual and anticipated behavior immediately prior to and following the event. A revealed and stated preference model allows both short- and longer-term responses to the spill to be investigated. Findings indicate that the BP spill had a negative impact on oyster demand in terms of short-run actual behavior, although spill effects show signs of dissipating several months following the spill. By accounting for unobserved heterogeneity in the sample, findings further indicate that short- and longer-term spill responses differ across consumer groups. (JEL Q22, Q51)

Disentangling Access and View Amenities in Access-Restricted Coastal Residential Communities

In coastal communities with uniform flood risk, amenity value is comprised of two components – view and access. Having controlled for view, it is assumed that any residual amenity value represents the benefit derived from accessing the beach for leisure/recreational purposes. However, as properties closer to the beach typically have improved viewsheds, the two amenities are highly correlated, and disentangling view and access is problematical. A spatial autoregressive hedonic model captures ease of beach access via a network distance parameter that varies independently from property viewshed, collinearity effects are mitigated, and access and view can be disentangled.

Willingness to Pay for Soccer Player Development in the United States

American households’ willingness to pay (WTP) for soccer player development is measured using the contingent valuation method. Data are drawn from two national surveys administered before and after the 2014 World Cup event. Individuals are asked whether they perceive that additional funding for player development will improve the chances of the national team’s performance at the 2018 World Cup and whether they are willing to pay an annual household tax to fund the program. A bivariate probit model accounts for correlation between the two decisions. WTP estimates indicate that the intangible benefits of player development are roughly twice the cost.

Benefit Transfers with the Contingent Valuation Method

The results of contingent valuation analyses are often used for benefit transfer. The contingent valuation method is a stated preference approach to the valuation of non-market goods in which survey respondents are asked hypothetical questions directly about their total economic values. The advantages of the method include flexibility , ability to estimate nonuse values and an ability to incorporate ex-ante uncertainty . Previous benefit transfer research with contingent valuation is difficult to assess since each study uses different forms of the valuation question and benefit transfer tests are not uniform. Nevertheless, there is some evidence that dichotomous choice valuation questions may produce lower transfer errors relative to other question formats. We present a case study using the dichotomous choice referendum question format with key tests for theoretical validity and find evidence that these study features may improve benefit transfer reliability.

Accounting for heterogeneity in behavioural responses to health-risk information treatments

ABSTRACT Traditional revealed and stated preference models consider a typical individuals behavioural responses to various policy-based information treatments. For some cost–benefit applications in which resource managers are concerned with responses from a representative individual, this is sufficient. However, as behavioural responses to information treatments can vary across respondents, we develop a latent class analysis with covariates to examine unobserved heterogeneity responses to health-risk information treatments. Results from a probabilistic model indicate that classes of consumers respond differently to the health-risk information treatments. Principally, we find that the media form of the information treatment is important, with raw consumer groups typically more responsive to a brochure information treatment, while cooked oyster consumers are more responsive to the same information in a video format. We also find that a proposed US Food and Drug Administration policy on processing all raw oysters before market has a greater effect on reducing demand for consumers of cooked oysters. However, with an associated price premium, all consumer classes reduce demand. Overall, the results suggest that future policy-based research could benefit from examining potential heterogeneity in individuals’ responses to risk information treatments in order to fully understand the efficacy of treatments on behaviour.

Measuring the Impact of Traceability Information on Oyster Consumer Behavior Following a Contamination Event

We fuse and jointly estimate revealed and stated preference data over the BP Deepwater Horizon oil spill time horizon to analyze the potential for a new seafood traceability system to mitigate long-run decreases in product demand following a major contamination event. Findings indicate that traceability information flows that provide more precise information to oyster consumers regarding the location of harvest ameliorate consumers’ perceived risk of eating oyster meals after the spill, leading to a significant increase in demand. Further, the magnitude of the increase is greater than the negative long-term, post-spill effects, leading to overall welfare gains. However, any price increase associated with the information will mitigate the initial welfare gains. Overall, our findings suggest that the potential success of a new seafood traceability system depends on implementation costs and the extent to which price increases are passed on to consumers.

Artificial Reef Attributes and The Relationship With Natural Reefs: Evidence From The Florida Keys

Natural or coral reefs represent extremely valuable ecosystems supporting an estimated 25 percent of all marine life, yet recent reports suggest that 75 percent of the world’s natural reefs are under threat from both natural and human stressors. In areas such as Key West, Florida, that boasts an expansive mix of natural and artificial reefs, recreational diving on the system provides an important economic contribution to the local community but also potentially contributes to the stress of the existing natural reef system. We develop a revealed and stated preference modeling framework of diver behavior and find that deployment of an additional large ship reef increases overall diving activity but does not impact diving behavior on the natural reef system. We also investigate potential diver behavior heterogeneity in response to the new reef and find that diver beliefs on the role of human stressors can alter diving behavior. Key Words: