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Consumers search before making virtually any purchase. The notion that consumers engage in costly search is well-understood to have deep implications for market performance. However to date, no theoretical model allows for the observation that consumers often purchase more than a single product in an individual shopping occasion. Clothing, food,

Consumers search before making virtually any purchase. The notion that consumers engage in costly search is well-understood to have deep implications for market performance. However to date, no theoretical model allows for the observation that consumers often purchase more than a single product in an individual shopping occasion. Clothing, food, books, and music are but four important examples of goods that are purchased many items at a time. I develop a modeling approach that accounts for multi-purchase occasions in a structural way. My model shows that as preference for variety increases, so does the size of the consideration set. Search models that ignore preference for variety are, therefore, likely to under-predict the number of products searched. It is generally thought that lower search costs increase retail competition which pushes prices and assortments down. However, I show that there is an optimal number of products to offer depending on the intensity of consumer search costs. Consumers with high search costs prefer to shop at a store with a large assortment of goods and purchase multiple products, even if the prices that firm charges is higher than competing firms' prices. On the other hand, consumers with low search costs tend to purchase fewer goods and shop at the stores that have lower prices, as long as the store has a reasonable assortment offering. The implications for market performance are dramatic and pervasive. In particular, the misspecification of demand model in which search is important and/or multiple discreteness is observed will produce biased parameter estimates leading to erroneous managerial conclusions.
ContributorsAllender, William Jacob (Author) / Richards, Timothy J. (Thesis advisor) / Park, Sungho (Committee member) / Hamilton, Stephen (Committee member) / Arizona State University (Publisher)
Created2013
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Description
Unrestricted Mexican exports of sugar into the U.S. is considered the most pressing issue facing the U.S. sugar industry. The goal of this dissertation is to analyze the trade of sugar between Mexico and the U.S. as well as analyze additional primary issues confronting the U.S. sugar industry. Chapters 1

Unrestricted Mexican exports of sugar into the U.S. is considered the most pressing issue facing the U.S. sugar industry. The goal of this dissertation is to analyze the trade of sugar between Mexico and the U.S. as well as analyze additional primary issues confronting the U.S. sugar industry. Chapters 1 and 2 provide an introduction to the U.S. sugar industry. Chapters 3 through 6 develop trade models which analyze sugar trade between Mexico and the U.S. The trade models estimate how NAFTA, USDA sugar forecast errors and Mexican ownership of twenty percent of the Mexican sugar industry each impact U.S. producer surplus and Mexican welfare. Results validate that U.S. producer surplus and in some instances Mexican welfare were decreased by full implementation of NAFTA. U.S. producer surplus and Mexican welfare were decreased due to USDA sugar production forecasting errors. U.S. producer surplus would be increased if the Mexican government did not own twenty percent of Mexican sugar production. Using an online choice experiment, Chapter 7 assesses U.S. consumers' preferences and willingness to pay (WTP) for imported and genetically modified (GM) labeled sugar and sugar in soft drinks. Results indicate that consumers prefer bags of sugar and soft drinks labeled as "Not GM". Furthermore, consumers prefer sugar from Canada and the U.S. over sugar from Mexico, Brazil and the Philippines. Evidence is also provided that participants are more likely to choose actual products in the choice set rather than the "none of these" options when controlling for hypothetical bias by using consequentiality techniques. A non-hypothetical experimental auction was used in Chapter 8 to determine consumers' WTP for soft drinks labeled with sweetener and calorie information and analyzed the role of taste panels in an experimental auction. Results indicate that sugar is consumers' most preferred sweetener and calorie labeling is ineffective at influencing consumers to choose healthier soft drinks. Including taste in an experimental auction caused significant reductions in consumers' WTP for all soft drinks. Chapter 9 concludes by summarizing the results of this dissertation and discussing the future challenges facing the U.S. sugar industry.
ContributorsLewis, Karen Elizabeth (Author) / Schmitz, Troy (Thesis advisor) / Grebitus, Carola (Committee member) / Manfredo, Mark (Committee member) / Ketcham, Andrea (Committee member) / Arizona State University (Publisher)
Created2014
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Description
It is well understood that decisions made under uncertainty differ from those made without risk in important and significant ways. Yet, there is very little research into how uncertainty manifests itself in the most ubiquitous of decision-making environments: Consumers' day-to-day decisions over where to shop, and what to buy for

It is well understood that decisions made under uncertainty differ from those made without risk in important and significant ways. Yet, there is very little research into how uncertainty manifests itself in the most ubiquitous of decision-making environments: Consumers' day-to-day decisions over where to shop, and what to buy for their daily grocery needs. Facing a choice between stores that either offer relatively stable "everyday low prices" (EDLP) or variable prices that reflect aggressive promotion strategies (HILO), consumers have to choose stores under price-uncertainty. I find that consumers' attitudes toward risk are critically important in determining store-choice, and that heterogeneity in risk attitudes explains the co-existence of EDLP and HILO stores - an equilibrium that was previously explained in somewhat unsatisfying ways. After choosing a store, consumers face another source of risk. While knowing the quality or taste of established brands, consumers have very little information about new products. Consequently, consumers tend to choose smaller package sizes for new products, which limits their exposure to the risk that the product does not meet their prior expectations. While the observation that consumers purchase small amounts of new products is not new, I show how this practice is fully consistent with optimal purchase decision-making by utility-maximizing consumers. I then use this insight to explain how manufacturers of consumer packaged goods (CPGs) respond to higher production costs. Because consumers base their purchase decisions in part on package size, manufacturers can use package size as a competitive tool in order to raise margins in the face of higher production costs. While others have argued that manufacturers reduce package sizes as a means of raising unit-prices (prices per unit of volume) in a hidden way, I show that the more important effect is a competitive one: Changes in package size can soften price competition, so manufacturers need not rely on fooling consumers in order to pass-through cost increases through changes in package size. The broader implications of consumer behavior under risk are dramatic. First, risk perceptions affect consumers' store choice and product choice patterns in ways that can be exploited by both retailers and manufacturers. Second, strategic considerations prevent manufacturers from manipulating package size in ways that seem designed to trick consumers. Third, many services are also offered as packages, and also involve uncertainty, so the effects identified here are likely to be pervasive throughout the consumer economy.
ContributorsYonezawa, Koichi (Author) / Richards, Timothy J. (Thesis advisor) / Grebitus, Carola (Committee member) / Park, Sungho (Committee member) / Arizona State University (Publisher)
Created2014
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Description
Private labels command a growing share of food retailers' shelf space. In this dissertation, I explain this phenomenon as resulting from "umbrella branding," or the ability of a single brand to reach across categories. Conceptually, I define umbrella branding as a behavioral attribute that describes a shopper's tendency

Private labels command a growing share of food retailers' shelf space. In this dissertation, I explain this phenomenon as resulting from "umbrella branding," or the ability of a single brand to reach across categories. Conceptually, I define umbrella branding as a behavioral attribute that describes a shopper's tendency to ascribe a performance bond to a brand, or to associate certain performance characteristics to a private label brand, across multiple categories. In the second chapter, I describe the performance bond theory in detail, and then test this theory using scanner data in the chapter that follows. Because secondary data has limitations for testing behavioral theories, however, I test the performance bond theory of umbrella branding using a laboratory experiment in the fourth chapter. In this chapter, I find that households tend to transfer their perception of private label performance across categories, or that a manifestation of umbrella branding behavior can indeed explain private labels' success. In the fifth chapter, I extend this theory to compare umbrella branding in international markets, and find that performance transference takes its roots in consumers' cultural backgrounds. Taken together, my results suggest that umbrella branding is an important behavioral mechanism, and one that can be further exploited by retailers across any consumer good category with strong credence attributes.
ContributorsTheron, Sophie (Author) / Richards, Timothy J. (Thesis advisor) / Grebitus, Carola (Committee member) / Hughner, Renee (Committee member) / Arizona State University (Publisher)
Created2014
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Description
This is a study of the plight of smallholder agriculture in Northwest Costa Rica. More specifically, this is the story of 689 rice farms, of an average size of 7.2 hectares and totaling just less than 5,300 hectares within the largest agricultural irrigation system in Central America. I was able

This is a study of the plight of smallholder agriculture in Northwest Costa Rica. More specifically, this is the story of 689 rice farms, of an average size of 7.2 hectares and totaling just less than 5,300 hectares within the largest agricultural irrigation system in Central America. I was able to define the physical bounds of this study quite clearly, but one would be mistaken to think that this simplicity transfers to a search for rural development solutions in this case. Those solutions lie in the national and international politics that appear to have allowed a select few to pick winners and losers in Costa Rican agriculture in the face of global changes. In this research, I found that water scarcity among smallholder farms between 2006 and 2013 was the product of the adaptations of other, more powerful actors in 2002 to threats of Costa Rica's ratification of the Central American Free Trade Agreement. I demonstrate how the adaptations of these more powerful actors produced new risks for others, and how this ultimately prevented the rural development program from meeting its development goals. I reflect on my case study to draw conclusions about the different ways risks may emerge in rural development programs of this type. Then, I focus on the household level and show that determinants of successful adaptation to one type of global change risk may make farmers more vulnerable to other types, creating a "catch-22" among vulnerable farmers adapting to multiple global change risks. Finally, I define adaptation limits in smallholder rice farming in Northwest Costa Rica. I show that the abandonment of livelihood security and well-being, and of the unique "parcelaro" identities of rice farmers in this region define adaptation limits in this context.
ContributorsWarner, Benjamin (Author) / Childers, Daniel (Thesis advisor) / Eakin, Hallie (Committee member) / Abbott, Joshua (Committee member) / Wiek, Arnim (Committee member) / Arizona State University (Publisher)
Created2014
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Description
The main purpose of this dissertation is to examine the effects of migration and household capitals on agricultural and energy transitions in the setting of rapidly changing socioeconomic and environmental conditions of Chitwan, Nepal. The environmental aspects of agricultural and energy transitions are also discussed to weave the changes in

The main purpose of this dissertation is to examine the effects of migration and household capitals on agricultural and energy transitions in the setting of rapidly changing socioeconomic and environmental conditions of Chitwan, Nepal. The environmental aspects of agricultural and energy transitions are also discussed to weave the changes in the livelihoods of rural households into the discourse of sustainable development, especially in the context of underdeveloped countries. The data used for the analysis is the Chitwan Valley Family Study which has been collected since 1996 at the individual and household level with the focuses on agriculture and family. The results from first difference model and multilevel logistic regression model using discrete-time event history approach deliver a couple of important messages for the future plans for local and national development. Most of all, migration plays an important role in the livelihoods of rural households in Chitwan. It might not have a direct impact, but the findings indicate that social and financial remittances from migration interact with how a household utilizes their current capitals under a given context for the future. Particularly, available labor in a household, prior investment in agriculture, exposure to modern life style, and what other people do, all these factors moderate the association between migration and the transitions. The implications of these results on sustainable development for the future of Chitwan and Nepal in the coming years are discussed afterwards.
ContributorsHan, Seung Yong (Author) / Yabiku, Scott T. (Thesis advisor) / Glick, Jennifer E. (Committee member) / Agadjanian, Victor (Committee member) / Arizona State University (Publisher)
Created2014
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Description
Consumers can purchase local food through intermediated marketing channels, such as grocery stores, or through direct-to-consumer marketing channels, for instance, farmers markets. While the number of farms that utilize direct-to-consumer outlets keeps increasing, the direct-to-consumer sales remain lower than intermediated sales. If consumers prefer to purchase local food through intermediated

Consumers can purchase local food through intermediated marketing channels, such as grocery stores, or through direct-to-consumer marketing channels, for instance, farmers markets. While the number of farms that utilize direct-to-consumer outlets keeps increasing, the direct-to-consumer sales remain lower than intermediated sales. If consumers prefer to purchase local food through intermediated channels, then policies designed to support direct channels may be misguided. Using a variety of experiments, this dissertation investigates consumer preferences for local food and their demand differentiated by marketing channel. In the first essay, I examine the existing literature on consumer preferences for local food by applying meta-regression analysis to a set of eligible research papers. My analysis provides evidence of statistically significant willingness to pay for local food products. Moreover, I find that a methodological approach and study-specific characteristics have a significant influence on the reported estimates for local attribute. By separating the demand for local from the demand for a particular channel, the second essay attempts to disentangle consumers’ preferences for marketing channels and the local-attribute in their food purchases. Using an online choice experiment, I find that consumers are willing to pay a premium for local food. However, they are not willing to pay premiums for local food that is sold at farmers markets relative to supermarkets. Therefore, in the third essay I seek to explain the rise in intermediated local by investigating local food shopping behavior. I develop a model of channel-selection in a nested context and apply it to the primary data gathered through an online food diary. I find that, while some consumers enjoy shopping at farmers markets to meet their objectives, such as socialization with farmers, the majority of consumers buy local food from supermarkets because they offer convenient settings where a variety of products can be bought as one basket. My overall results suggest that, if the goal is to increase the sales of local food, regardless of the channel, then existing supply-chain relationships in the local food channel appear to be performing well.
ContributorsPrintezis, Iryna (Author) / Richards, Timothy J. (Thesis advisor) / Grebitus, Carola (Committee member) / Schmitz, Troy (Committee member) / Arizona State University (Publisher)
Created2018
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Description
This work explores the underlying dynamics of democracies in the context of underdevelopment, arguing that when society has not attained a substantial degree of economic independence from the state, it undermines democratic quality and stability. Economic underdevelopment and political oppression are mutually reinforcing, and both are rooted in the structure

This work explores the underlying dynamics of democracies in the context of underdevelopment, arguing that when society has not attained a substantial degree of economic independence from the state, it undermines democratic quality and stability. Economic underdevelopment and political oppression are mutually reinforcing, and both are rooted in the structure of the agriculture sector, the distribution of land, and the rural societies that emerge around this order. These systems produce persistent power imbalances that militate toward their continuance, encourage dependency, and foster the development of neopatrimonialism and corruption in the government, thereby weakening key pillars of democracy such as accountability and representativeness. Through historical analysis of a single case study, this dissertation demonstrates that while this is partly a result of actor choices at key points in time, it is highly influenced by structural constraints embedded in earlier time periods. I find that Ghana’s historical development from the colonial era to present day closely follows this trajectory.
ContributorsEllis, Alicia N (Author) / Thies, Cameron (Thesis advisor) / Warner, Carolyn (Committee member) / Thomson, Henry (Committee member) / Arizona State University (Publisher)
Created2019
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Description
Payments for ecosystem services (PES) are transactions between landholders and the beneficiaries of the services their land provides. PES schemes are growing worldwide with annual transactions over ten billion dollars (Salzman et al., 2018). Much can be learned from looking at oldest and best funded PES schemes on working agricultural

Payments for ecosystem services (PES) are transactions between landholders and the beneficiaries of the services their land provides. PES schemes are growing worldwide with annual transactions over ten billion dollars (Salzman et al., 2018). Much can be learned from looking at oldest and best funded PES schemes on working agricultural land. Initiated in 1985, the USDA’s Conservation Reserve Program (CRP) is the oldest private conservation PES program in the United States. CRP incentivizes farmers to put their land into conservation through an annual payment. In Iowa, CRP has been a source of extra income and a way for farmers to buffer the fluctuating costs of cash crops, such as corn and soy. The dominance of agriculture in Iowa poses many challenges for water quality. A potential solution to the problem, implemented through CRP, is the use of conservation practices to mitigate the negative effects of agricultural run-off.

This dissertation considers three aspects of the problem:

1. the relationship between changes in land cover due to CRP enrollment and changes in water quality, controlling for a range of factors known to have an effect on the filtering role of different land covers;

2. the inter-annual variability in water quality measures and enrollment in different CRP conservation practices to examine the cost-effectiveness of specific conservation practices in mitigating lake sedimentation and eutrophication;

3. discrete choice models to identify what characteristics drive the enrollment by farmers into specific conservation practices.

Results indicate that land cover and CRP have different impacts on different indicators of lake water quality. In addition, conservation practices that were cost-effective for one water quality variable tended to be cost-effective for the other water quality variables. Farmers are making decisions to enroll in CRP based on the opportunity cost of the land. Therefore, it is necessary to alter financial incentives to promote productive land being putting into CRP through continuous sign-up. The United States Department of Agriculture (USDA) needs a more effective way to calculate the payment level for practices in order to be competitive with the predicted value of major crops.
ContributorsCamhi, Ashley L (Author) / Perrings, Charles (Thesis advisor) / Abbott, Joshua K (Thesis advisor) / Englin, Jeffrey (Committee member) / Sala, Osvaldo (Committee member) / Iovanna, Rich (Committee member) / Arizona State University (Publisher)
Created2019
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Description
It is well understood that innovation drives productivity growth in agriculture. Innovation, however, is a process that involves activities distributed throughout the supply chain. In this dissertation I investigate three topics that are at the core of the distribution and diffusion of innovation: optimal licensing of university-based inventions, new

It is well understood that innovation drives productivity growth in agriculture. Innovation, however, is a process that involves activities distributed throughout the supply chain. In this dissertation I investigate three topics that are at the core of the distribution and diffusion of innovation: optimal licensing of university-based inventions, new variety adoption among farmers, and consumers’ choice of new products within a social network environment.

University researchers assume an important role in innovation, particularly as a result of the Bayh-Dole Act, which allowed universities to license inventions funded by federal research dollars, to private industry. Aligning the incentives to innovate at the university level with the incentives to adopt downstream, I show that non-exclusive licensing is preferred under both fixed fee and royalty licensing. Finding support for non-exclusive licensing is important as it provides evidence that the concept underlying the Bayh-Dole Act has economic merit, namely that the goals of university-based researchers are consistent with those of society, and taxpayers, in general.

After licensing, new products enter the diffusion process. Using a case study of small holders in Mozambique, I observe substantial geographic clustering of new-variety adoption decisions. Controlling for the other potential factors, I find that information diffusion through space is largely responsible for variation in adoption. As predicted by a social learning model, spatial effects are not based on geographic distance, but rather on neighbor-relationships that follow from information exchange. My findings are consistent with others who find information to be the primary barrier to adoption, and means that adoption can be accelerated by improving information exchange among farmers.

Ultimately, innovation is only useful when adopted by end consumers. Consumers’ choices of new products are determined by many factors such as personal preferences, the attributes of the products, and more importantly, peer recommendations. My experimental data shows that peers are indeed important, but “weak ties” or information from friends-of-friends is more important than close friends. Further, others regarded as experts in the subject matter exert the strongest influence on peer choices.
ContributorsFang, Di (Author) / Richards, Timothy J. (Thesis advisor) / Bolton, Ruth N (Committee member) / Grebitus, Carola (Committee member) / Manfredo, Mark (Committee member) / Arizona State University (Publisher)
Created2015