Li, TongzheKecinski, MaikMesser, Kent D.2016-10-252016-10-252016-10-25Li, T., M. Kecinski, and K.D. Messer. 2016. “Heterogeneous Preferences and Demographic Differences for Oysters: Evidence from Field Experiments.” Applied Economics & Statistics Research Report, University of Delaware, RR16-09.http://udspace.udel.edu/handle/19716/19815This study uses field experiments to highlight attributes and heterogeneous characteristics of oyster consumers to draw conclusions about overall oyster preferences. In the study, 486 adult participants complete a series of revealed-preference dichotomous-choice tasks and a demographic survey. Using a random effects logit model, we investigate factors that influence participants’ decisions to purchase oysters. As expected, price has a significant negative effect while income has a positive effect. Consumers are more likely to purchase oysters when they know the nutrient level of the water in which the oysters were produced. Older individuals and those who are relatively selective regarding shell color or smell are relatively less likely to buy oysters, but consumers who value size, oyster species, and harvest location are willing to pay more. We also estimate the marginal effects of the variables on consumer willingness to pay.Field experimentConsumer preferencesWillingness to payOyster attributesWorking Paper