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英文文献：Consumer Response to Controversial Food Technologies and Price: A Neuroeconomic Analysis-消费者对有争议的食品技术和价格的反应:神经经济学分析
英文文献作者：McFadden, Brandon R.,Lusk, Jayson L.,Crespi, John M.,Cherry, J. Bradley C.,Martin, Laura E.,Bruce, Amanda S.
英文文献摘要：
With new food technologies such as cloning or added artificial growth hormones, consumers face complex and conflicting information related to the quality, safety, nutrition, and ethical outcomes associated with food choices. Economics has partially addressed the challenge of predicting people’s choices and willingness-to-pay for new food technologies by using experimental methods, but thus far has offered little to explain why choices are made. The emerging field of neuroeconomics, which integrates the findings of economics, psychology, and neuroscience, can provide unique insights into consumer preferences. The purpose of this research is to enhance understanding of consumers’ preferences for new food technologies by capitalizing on recent developments in economics and neuroscience. Specifically, this research seeks to determine how the human brain responds to the controversial newer food technologies as compared to standard, “rational” food attributes such as product price.
随着克隆或添加人工生长激素等新食品技术的出现，消费者面临着与食品选择相关的质量、安全、营养和伦理结果相关的复杂和相互矛盾的信息。经济学已经部分解决了用实验方法预测人们的选择和购买新食品技术的意愿所面临的挑战，但迄今为止几乎没有解释为什么人们会做出选择。新兴领域的神经经济学，整合了经济学、心理学和神经科学的发现，可以为消费者偏好提供独特的见解。本研究的目的是通过利用经济学和神经科学的最新发展，增进对消费者对新食品技术偏好的了解。具体来说，这项研究试图确定与标准的、“理性的”食品属性(如产品价格)相比，人脑是如何对有争议的新型食品技术做出反应的。
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