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英文文献：What to Choose? The Value of Label Claims to Produce Consumers-选择什么?标签的价值主张生产消费者
英文文献作者：Bond, Craig A.,Thilmany, Dawn D.,Bond, Jennifer Keeling
英文文献摘要：
This paper addresses three key empirical questions related to health, nutrient, and process claims on front-label packaging; namely, 1) How do consumers value alternative claims on product and process-based attributes for fresh produce; 2) Are these values additively separable; and 3) To what degree is there heterogeneity between consumers on these values? We use a hypothetical choice experiment on red leaf lettuce attribute bundles, and estimate several logit models (MNL and ML) that provide estimates of marginal utilities (and with the inclusion of varying prices, marginal values) of various attributes related to general health claims, specific nutrition and health claims, certification logos related to health and nutrition currently found in the marketplace, as well as certified organic claims (relative to the conventional reference group). The results showed that consumers do distinguish between competing claims and logos, though the impacts are not always as expected, likely due to the information set used at the time of the choice. We found some evidence of attribute bundling between the health claims and the familiar Five-a-day program logo, and between organic production and a claim regarding vitamin C content. Finally, we found that use of the unconditional distributions (relative to the conditional)in a ML model overstates the degree of preference heterogeneity across the sample and overstates the magnitude of the marginal effects of the random parameters. This may create misleading impressions regarding the existence and size of specialized niche markets, the response of consumers to varying health, nutrition, or process claims, and/or the response of consumers to the introduction of new products with these (or similar) claims.
本文提出了三个关键的经验问题相关的健康，营养和工艺主张正面标签包装;即:1)消费者如何重视生鲜产品和基于过程的属性的替代主张;2)这些值是否可相加分离;3)消费者之间在这些价值观上的异质性有多大?我们用一个假设的选择实验红散叶莴苣属性包,估计几个logit模型(MNL和ML)提供的估计边际效用(和包容不同的价格,边际值)相关的各种属性一般的健康功效,特定的营养和健康声称,认证标志相关的健康和营养目前在市场上发现,以及有机认证(相对传统的参考组)。结果显示，消费者确实能够区分竞争的主张和标识，尽管影响并不总是如预期的那样，可能是由于在选择时使用的信息集。我们发现了一些证据，在健康声明和我们熟悉的“一天五蔬果”节目标识之间，有机产品和维生素C含量声明之间存在关联。最后，我们发现在ML模型中使用无条件分布(相对于条件分布)夸大了样本间的偏好异质性程度，夸大了随机参数的边际效应的大小。这可能会对特定利基市场的存在和规模、消费者对各种健康、营养或工艺主张的反应，以及/或消费者对带有这些(或类似)主张的新产品的介绍的反应产生误导印象。
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