DeVuyst, Eric A.

Kropp, J. Robert

Lusk, Jayson L.

Vestal, Mallory K.

English

Research Papers in Economics

The Value of Genetic Information to Bull Buyers: 
A Combined Revealed, Stated Preference Approach 
 
 
Mallory K. Vestal 
Oklahoma State University 
Department of Agricultural Economics 
556 Agricultural Hall 
Stillwater, OK 74078 
mallory.vestal@okstate.edu 
 
 
Jayson L. Lusk 
Oklahoma State University 
Department of Agricultural Economics 
411 Agricultural Hall 
Stillwater, OK 74078 
jayson.lusk@okstate.edu 
 
 
Eric A. DeVuyst 
Oklahoma State University 
Department of Agricultural Economics 
530 Agricultural Hall 
Stillwater, OK 74078 
eric.devuyst@okstate.edu 
 
 
J. Robert Kropp 
Oklahoma State University 
Department of Animal Science 
212C Animal Science 
Stillwater, OK 74078 
bob.kropp@okstate.edu 
 
 
Poster prepared for presentation at the Agricultural & Applied Economics Association 2011  
AAEA & NAREA Joint Annual Meeting, Pittsburgh, Pennsylvania, July 24-26, 2011  
 
 
 
 
Copyright 2011 by Mallory K. Vestal, Jayson L. Lusk, Eric A. DeVuyst, and J. Robert Kropp. All 
rights reserved. Readers may make verbatim copies of this document for non-commercial 
purposes by any means, provided that this copyright notice appears on all such copies. DNA profile information has begun appearing in purebred bull auction catalogs;
however, the value of this information is as of yet unknown. This study uses data
from actual bull sales at a test station and combines it with stated-preference
surveydatatodeterminethevalueof theDNA profileinformation.
Objective: 
Data:
Revealed Preference Data
Sale price, test performance, EPDs, ultrasound information, and Igenity scores 
were collected on individual animals from three Oklahoma Beef Inc. (OBI) 
Performance-Tested bull sales held in the Spring of 2009, Fall of 2009, and the 
Spring of 2010. Over the three sales, data were collected on 238 Angus bulls. The 
average price paid was $2,363.00. Figure 1 is a bull which sold in the Spring 2010 
sale and shows the variety of information provided in the catalog. 
Stated Preference Data
In the Summer of 2010, a mail survey was sent to all previous OBI bull buyers. 
Each survey presented the respondent with nine hypothetical bulls and asked 
the buyer to indicate the most they would be willing to bid for each bull if at 
auction. The survey was formatted to look almost identical to the catalog buyers 
receive at the OBI sale. Figure 2 shows one of the questions on the survey in 
which buyers were asked to indicate their maximum willingness-to-pay.
As a producer purchasing a bull, both performance and EPD genetic information on the breeding potential of the animal is shown to 
be relevant and significantly impacts the price received. A bull producer should note the importance of simply providing information 
regardless if the ‘score’ is thought to be favorable  of the bull, therefore even if the EPDs or test performance scores are not highly 
sought after, a premium will be awarded to the bull for the information itself. 
Results show that producers currently place small value on the information presented in a DNA profile score, yet it is unknown if this 
will change over time. As more bulls continue to be sold with Igenity DNA profile information, the analysis can be replicated and thus 
strengthened. Similar to the introduction of EPDs, producers required time to become familiar, educated, and confident in the
information captured by an EPD value, likewise the value producers receive from Igenity scores will likely increase with time.
Background: 
Results and Conclusions: 
Mallory  K. Vestal 
Jayson L. Lusk
Eric A. DeVuyst
J. Robert Kropp
Oklahoma State University
Figure 2. Example of Bull Presented in Stated Preference Survey
Figure 1. Example of Catalog Entry for OBI Bull Sold in Spring 2010
Methods:
Using a hedonic regression approach, the implicit values of bull characteristics 
can be inferred. 
The values of each survey bull (SP) were estimated using equation (8).
(8)
The price of bulls sold at auction (RP) were estimated using equation (9). 
(9)
• Determine the extent to which cow-calf producers value DNA profile
information.
•Establishbullbuyers’ valuationof bullinformation
Table 1. Willingness to Pay for Beef Bulls ($) Estimates from Mixed Models 
for Stated Preference (SP) and Revealed Preference (RP) Datab
Bull Attribute
Survey Data         
(SP)
Sale Data
(RP)
Intercept 212.53 -2613.04*
(572.70)a (908.06)
Attributes in SP and RP Data
Docility Igenity 6.60 64.41*
(12.22) (24.09)
Intramuscular fat ultrasound 18.98 -112.06*
(20.37) (42.70)
Test index 15.99* 37.03*
(3.06) (4.86)
Bull birth weight -11.52* -10.34*
(2.34) (3.91)
Birth weight EPD -104.98* -73.65*
(15.18) (34.36)
Yearling weight EPD 8.06* 9.04*
(2.44) (4.04)
Attributes in SP Data Only
Birth weight EPD missing -293.37* -
(53.03)
Yearling weight EPD missing -343.59* -
(52.70)
Milk EPD missing -61.11 -
(52.81)
Marbling EPD missing -104.27* -
(52.70)
Attributes in RP data only
Scrotal circumference - -3.27
(11.73)
Carcass weight EPD - -8.19
(6.69)
Fat thickness EPD - -524.51
(894.21)
Ribeye area EPD - 34.67*
(13.52)
Note: Asterisk (*) represents statistical significance at the 5% level or lower.
a Numbers in parentheses are standard errors.
b Only partial results are presented in this table.

The Value of Genetic Information to Bull Buyers: A Combined Revealed, Stated Preference Approach

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