Shogren, Jason F.; Hayes, Dermot J.; Fox, John A.; Cherry, Todd L.

Choices (Spring 2002): 16-21.

Laboratory auctions show that consumers may be willing to pay more for pathogen-free food products treated with technologies such as irradiation, but the degree to which they are willing to pay may depend on the messages ﾖ pro and con ﾖ they hear and read.