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Integration and validation of an SMS-based bidding procedure of eliciting consumers' willingness-to-pay for food

Joseph Birundu Mogendi, Hans De Steur UGent, Anselimo Makokha and Xavier Gellynck UGent (2016) BRITISH FOOD JOURNAL. 118(9). p.2200-2217
abstract
Purpose : Despite the large body of research on consumers' willingness-to-pay for new food, few studies have tried to integrate new technology-based systems and improve their validity. The purpose of this paper is to analyse the integration of short messaging service (SMS) in experimental auctions. Design/methodology/approach : Based on a case study on iodine biofortified food with 180 household decision makers in Africa, a standard Becker-Degroot-Marschak procedure was compared with the novel SMS-based procedure through five information/auction rounds. Thereby, a standard protocol commonly employed in validation of medical diagnostic tests was adopted, assessing the sensitivity, specificity, precision, negative predictive values, likelihood ratios and post-test probability. Findings : The SMS-based elicitation exhibited high levels of sensitivity (89-95 per cent), specificity (63-73 per cent), precision (40-60 per cent), NPV (92-98 per cent), LR+(2.6-3.3) and LR-(0.08-0.2) for all the auction rounds. The post-test plot indicates that the novel procedure is particularly consistent in ascertaining positive and negative valuations for a new food product. Originality/value : Even though SMS-based bidding is shown to be an accurate, but also convenient and attractive bidding procedure, which is in line with novel ways of purchasing food, further validation is inevitable to determine its reliability in different contexts and its most effective use.
Please use this url to cite or link to this publication:
author
organization
year
type
journalArticle (original)
publication status
published
subject
keyword
Becker-Degroot-Marschak (BDM), Experimental auction, Food, Preference, QUALITY, SPECIFICITY, SENSITIVITY, EXPERIMENTAL AUCTIONS, PREDICTIVE VALUES, Short messaging service (SMS), Willingness-to-pay (WTP), HEALTH, MAIZE, INFORMATION, ACCEPTANCE, MECHANISM
journal title
BRITISH FOOD JOURNAL
Br. Food J.
volume
118
issue
9
pages
2200 - 2217
Web of Science type
Article
Web of Science id
000382520600008
JCR category
FOOD SCIENCE & TECHNOLOGY
JCR impact factor
1.206 (2016)
JCR rank
74/129 (2016)
JCR quartile
3 (2016)
ISSN
0007-070X
DOI
10.1108/BFJ-11-2015-0428
language
English
UGent publication?
yes
classification
A1
copyright statement
I have transferred the copyright for this publication to the publisher
id
8104109
handle
http://hdl.handle.net/1854/LU-8104109
date created
2016-10-07 14:40:03
date last changed
2016-12-19 15:42:24
@article{8104109,
  abstract     = {Purpose : Despite the large body of research on consumers' willingness-to-pay for new food, few studies have tried to integrate new technology-based systems and improve their validity. The purpose of this paper is to analyse the integration of short messaging service (SMS) in experimental auctions. 
Design/methodology/approach : Based on a case study on iodine biofortified food with 180 household decision makers in Africa, a standard Becker-Degroot-Marschak procedure was compared with the novel SMS-based procedure through five information/auction rounds. Thereby, a standard protocol commonly employed in validation of medical diagnostic tests was adopted, assessing the sensitivity, specificity, precision, negative predictive values, likelihood ratios and post-test probability. 
Findings : The SMS-based elicitation exhibited high levels of sensitivity (89-95 per cent), specificity (63-73 per cent), precision (40-60 per cent), NPV (92-98 per cent), LR+(2.6-3.3) and LR-(0.08-0.2) for all the auction rounds. The post-test plot indicates that the novel procedure is particularly consistent in ascertaining positive and negative valuations for a new food product. 
Originality/value : Even though SMS-based bidding is shown to be an accurate, but also convenient and attractive bidding procedure, which is in line with novel ways of purchasing food, further validation is inevitable to determine its reliability in different contexts and its most effective use.},
  author       = {Mogendi, Joseph Birundu and De Steur, Hans and Makokha, Anselimo and Gellynck, Xavier},
  issn         = {0007-070X},
  journal      = {BRITISH FOOD JOURNAL},
  keyword      = {Becker-Degroot-Marschak (BDM),Experimental auction,Food,Preference,QUALITY,SPECIFICITY,SENSITIVITY,EXPERIMENTAL AUCTIONS,PREDICTIVE VALUES,Short messaging service (SMS),Willingness-to-pay (WTP),HEALTH,MAIZE,INFORMATION,ACCEPTANCE,MECHANISM},
  language     = {eng},
  number       = {9},
  pages        = {2200--2217},
  title        = {Integration and validation of an SMS-based bidding procedure of eliciting consumers' willingness-to-pay for food},
  url          = {http://dx.doi.org/10.1108/BFJ-11-2015-0428},
  volume       = {118},
  year         = {2016},
}

Chicago
Mogendi, Joseph Birundu, Hans De Steur, Anselimo Makokha, and Xavier Gellynck. 2016. “Integration and Validation of an SMS-based Bidding Procedure of Eliciting Consumers’ Willingness-to-pay for Food.” British Food Journal 118 (9): 2200–2217.
APA
Mogendi, J. B., De Steur, H., Makokha, A., & Gellynck, X. (2016). Integration and validation of an SMS-based bidding procedure of eliciting consumers’ willingness-to-pay for food. BRITISH FOOD JOURNAL, 118(9), 2200–2217.
Vancouver
1.
Mogendi JB, De Steur H, Makokha A, Gellynck X. Integration and validation of an SMS-based bidding procedure of eliciting consumers’ willingness-to-pay for food. BRITISH FOOD JOURNAL. 2016;118(9):2200–17.
MLA
Mogendi, Joseph Birundu, Hans De Steur, Anselimo Makokha, et al. “Integration and Validation of an SMS-based Bidding Procedure of Eliciting Consumers’ Willingness-to-pay for Food.” BRITISH FOOD JOURNAL 118.9 (2016): 2200–2217. Print.