The material contained herein is supplementary to the article named in the title and published in the American Journal of Agricultural Economics, Volume 88, Number 4, November 2006.Consumer/Household Economics, Demand and Price Analysis,

Alfnes, Frode

Guttormsen, Atle G.

Kolstad, Kari

Steine, Gro

English

Research Papers in Economics

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AJAE APPENDIX: 
CONSUMERS’ WILLINGNESS TO PAY FOR THE COLOR OF SALMON: 
A CHOICE EXPERIMENT WITH REAL ECONOMIC INCENTIVES 
 
Frode Alfnes, Atle G. Guttormsen, Gro Steine and Kari Kolstad 
 
Date: February, 24 2006. 
 
Note:   The material contained herein is supplementary to the article named in the title 
and published in the American Journal of Agricultural Economics 89 (AJAE). 
 
 
 
 
 
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This appendix contains the instructions used in the marked experiment described and 
analyzed in the article named in the title and published in the American Journal of 
Agricultural Economics. The instructions are translated from Norwegian. In addition to 
the instructions, two pictures from the market experiment are included for illustration. 
Picture 1 shows the “lab” with the boxes representing the scenarios in the front. Picture 2 
shows a group of participants studying and choosing between the alternatives. 
 
Instructions for marked experiment with salmon (Translated from Norwegian) 
I thank you all for taking the time to participate in today’s session. The market study you 
are going to participate in is a part of a large research project on salmon conducted by the 
Agricultural University of Norway and Akvaforsk. The project is financed by the 
Research Council of Norway. The aim of the project is to give advice to researchers 
working with breeding and feed development on product characteristics important for 
consumers when buying salmon. 
As you entered the building you were given an identity number. You will use this 
ID number to identify yourself. The ID number must be written on all papers handed in 
today. You were also given a questionnaire and three vouchers with a total value of NOK 
300. The vouchers can be exchange for money when you have completed all parts of the 
market study. The price of any buys will be drawn from the NOK 300. Therefore, each of 
you will leave with between NOK 240 and NOK 300, and any products you choose to 
buy.   3 
After you have completed today’s session you will get a short questionnaire to 
take home. The filed out questionnaire must be posted by February 13. The organization 
that recruited you for this market study will get NOK 200 for each returned 
questionnaire. 
Importantly, from this point forward, I ask that there be no talking among the 
participants. If you have a question, please ask one of the monitors.   
Are there any questions before we begin? 
 
Questionnaire: 
The first thing I want you to do is to fill out the questionnaire you have been given.  
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Shopping scenario 1-10 
 
We have 30 shopping scenarios with different varieties of farmed salmon fillets. Each 
shopping scenario is represented by a box. In each of the 30 boxes standing in this room 
there are two alternatives. The alternatives are fillets from farmed salmon. The fillets are 
approximately 400 grams.  
In the first round of shopping scenarios, you will walk around and study each of 
the alternatives in the first ten scenarios. Mark on the scheme which of the two 
alternatives in each scenario you would like to buy. After we have conducted three 
rounds of shopping scenarios, and you have made your choice in all 30 scenarios, each of 
you will draw an exclusive number between 1 and 30 determining your binding scenario. 
You will get the product you chose in your binding scenario, and must pay the price 
posted in the scenario. 
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Three important points  
1)  You will have the opportunity to purchase one salmon fillet here to night. After 
you have made your choice in all 30 shopping scenarios, each of you will draw a 
binding scenario. Since each of you draw one binding scenario, none of you can 
leave here with more than one salmon fillet. That is, under no circumstances will 
you take home more that one fillet from this experiment. 
2)  You have to pay for the salmon fillet you chose in your binding scenario. The 
price of the salmon fillet will be drawn from the NOK 300 when you cash in your 
vouchers.  
3)  If you do not want to buy any of the alternatives in a scenario, you can mark for 
the none-of-these alternative. If you have market for none-of-these in the scenario 
you draw as binding, you will not purchase salmon here today. That is, you will 
receive NOK 300 for your vouchers and leave without a salmon fillet.   
 
Are there any questions?  
 
Please, go to the first table where you will get the choice scheme. You do not need to 
start on scenario 1, so please spread around the table.     6 
 Shopping scenario 11-20 
 
In the second round of shopping scenario, you will walk around and study each of the 
alternatives in scenario 11 to 20. Mark on the scheme which of the two alternatives in 
each scenario you would like to buy.  
The rules are as in the first round. After we have conducted three rounds, each of 
you will draw an exclusive number between 1 and 30 determining your binding scenario. 
You will get the product you chose in your binding scenario, and must pay the price 
posted in the scenario. 
 
Are there any questions?  
 
Please, go to the second table where you will get the new choice scheme. You do not 
need to start on scenario 11, so please spread around the table.   
 
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Picture 1. The “lab” with the boxes representing the scenarios in the front 
 
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Picture 2. A group of participants studying and choosing between the alternatives 
 

AJAE APPENDIX: CONSUMERS’ WILLINGNESS TO PAY FOR THE COLOR OF SALMON: A CHOICE EXPERIMENT WITH REAL ECONOMIC INCENTIVES

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