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Chinese Consumers’ Preference for Alaska Salmon: Does It Make a Difference to Tell Respondents Their Answers Might Influence Policy?


Many surveys ask people to assign a value to some specific thing, often by estimating how much they’d be willing to pay for it. But researchers recognize there can be a difference between what people say they would pay, and what they would actually pay, if in fact they had to buy something. Economists call this “hypothetical bias,” and they use various ways to try to overcome it. One way is telling respondents their answers are consequential—that is, their answers can potentially influence actions of agencies or organizations.

Qiujie “Angie” Zheng, an associate professor of economics at UAA, incorporated this notion of consequentiality in a choice experiment to assess Chinese consumers’ willingness to pay for specific attributes of Alaska salmon. Currently, little Alaska salmon is available to Chinese consumers. To achieve maximum market penetration in China, Alaska seafood producers need to better understand how consumers perceive Alaska salmon, and how they value salmon attributes. Working with colleagues in other U.S. and Chinese universities, Dr. Zheng surveyed more than 1,000 shoppers, chosen randomly at supermarkets in the Chinese cities of Beijing, Shanghai, and Guangzhou in the summer of 2015. Join us at ISER to learn the respondents’ perceptions about Alaska salmon, and their valuation of various characteristics of that salmon.

Qiujie “Angie” Zheng grew up in the coastal city of Tianjin, China, and earned a Ph.D. in economics and a master’s degree in statistics from Washington State University. She moved to Alaska in 2012. Her research includes studies of agricultural production supply, consumer choice and preference, risks, and experimental economics. Most recently, she has been investigating consumer preference and market potential for Alaska salmon in China.

When: Friday, September 22, 12 to 1

Where: ISER Conference Room, Third Floor, 1901 Bragaw Street, Suite 301

1901 Bragaw Street is between Northern Lights and DeBarr Road.

Parking is free.

Call 786-7710 for directions.

Note: This talk will not be live streamed or recorded.

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