CONSUMER ATTITUDES AND PREFERENCES REGARDING FLORIDA AGRICULTURAL PRODUCTS.

• Sponsoring Institution: National Institute of Food and Agriculture
• Project Status: COMPLETE
• Funding Source: HATCH
• Reporting Frequency: Annual
• Accession No.: 0191974
• Project Start Date: Apr 15, 2002
• Project End Date: Sep 30, 2006
• Program Code: [(N/A)]- (N/A)

Recipient Organization
UNIVERSITY OF FLORIDA
G022 MCCARTY HALL
GAINESVILLE,FL 32611

Performing Department
FOOD & RESOURCE ECONOMICS

Non Technical Summary
Understanding more about the factors that influence consumers' subjective perceptions about food consumption will allow agribusinesses, agricultural producers, and policy makers to respond more effectively to consumer concerns. This project is designed to improve our understanding of the effects of consumer tastes and preferences, including food safety, on Florida agriculture.

Animal Health Component

25%

Research Effort Categories

Basic

75%

Applied

25%

Developmental

(N/A)

Classification

Knowledge Area (KA)	Subject of Investigation (SOI)	Field of Science (FOS)	Percent
604	6010	3010	40%
607	6010	3010	50%
609	6010	3010	10%

Knowledge Area
607 - Consumer Economics; 609 - Economic Theory and Methods; 604 - Marketing and Distribution Practices;

Subject Of Investigation
6010 - Individuals;

Field Of Science
3010 - Economics;

Keywords

consumer demand

perceptions

methodology

consumer attitudes

consumer preferences

agricultural commodities

econometrics

information collection

food marketing

food consumption

food safety

extension

information dissemination

focus groups

consumer surveys

data collection

decision making

biotechnology

agribusiness

willingness to pay

incentives

value determination

econometric models

data analysis

Goals / Objectives
1) To gather information on the perceptions of consumers towards agricultural products, specifically those produced in Florida. 2) To gather information on changing consumer attitudes that may affect marketing and consumption. 3) To gather information on attitudes towards food safety and how they effect marketing of products. 4) To use this information for the purpose of developing an understanding of consumers for marketing and management purposes. 5) To transmit this information interested parties, including extension and other IFAS personnel.

Project Methods
The primary purpose of objectives 1 - 3 is to gather information needed to understand the dynamic nature of consumer attitudes and preferences. These objectives will likely involve consumer focus groups, surveys, and experimental auctions for data collection. Information collected from consumers, as well as other information that may be collected from producers will be used to address many questions, such as: what drives consumers to make their purchase decisions; what affect does publicity on food issues (i.e. safety and biotechnology) have on consumption; and what effect producers and agribusinesses can have on consumer attitudes. Information will be collected through a variety of methods, including focus groups, surveys, and experimental methods. Contingent valuation surveys are often used to collect information on willingness to pay for products. The specific configuration of surveys will often be developed through exploratory research based focus groups (Dillman; Mitchell and Carson). Experimental methods can also be used to determine the value consumers place on these types of products. Valuation using experimental methods has a long history in economics literature (Fox et al.; Shogren et al., 1994a; Vickrey). These methods are used because they provide robust measures of consumer willingness-to-pay in a non-hypothetical market. Experimental methods have potential and demonstratable advantages over typical survey methods (Fox et al.) when attempting to elicit willingness to pay measures. With experimental methods, as opposed to survey techniques, the incentive structure is designed such that participants will reveal their true valuation of a good (Shogren et al., 1994b). Depending on the data collected, an appropriate econometric modeling technique will be applied to analyze the data and achieve objective 4. Often, a Cragg double-hurdle model is used in these types of analyses as this model can address a two-part decision (Haines et al.). Most consumer surveys and experimental auctions will involve questions that examine why a consumer will choose whether or not to purchase a good, as well as if they do purchase the good, what affects the quantity they choose to consume. Because of this dual-level decision, a model such as the Cragg double-hurdle is often the appropriate method for analyzing consumer data. Additionally, the use of a choice experiment (CE) may be used to value attributes of products. CE is an extension of conjoint analysis, which is used to understand consumer preference and to predict choice. CE allows consumers to make decisions about products they prefer based on several attributes. Underlying this assumption is that consumers derive utility not from consumption of the good itself, but from the attributes embodied in the good (Lancaster 1966).

Progress 04/15/02 to 09/30/06

Outputs
OUTPUTS: The research under this project has focused on improving understanding of the effects of consumer tastes and preferences, including food safety, on Florida agriculture through: 1) consumer attitudes; 2) consumer perceptions; and 3) government regulations. The majority of the research has fallen into one of three categories: Consumer attitudes towards genetically modified foods; Consumer attitudes towards seafood and seafood safety; and Case studies in agribusiness management and marketing. In the area of consumer attitudes towards genetically modified foods, the majority of this research involved a team of researchers that have a number of articles published in leading journals related to this subject. In the area of consumer attitudes towards seafood, the majority of work was again a team of researchers that have published a number of journal articles as well as outreach articles for industry. In the area of case studies, cases have been developed for use both in the classroom and as a method of research to develop a better understanding of agribusiness industries. PARTICIPANTS: The following graduate students were involved in research related to this project, and participated in publications or presentations: K. Morgan, A. Liu, S. Melgar, C. Trejo-Pech, T. Southwell, M. Palma TARGET AUDIENCES: Nothing significant to report during this reporting period. PROJECT MODIFICATIONS: Nothing significant to report during this reporting period.

Impacts
The research examining consumer perceptions of genetically modified foods has had a significant impact in a number of arenas. Consumer perceptions of varying types of genetically modified foods have important implications for public policy and marketing of agricultural commodities. Our research addresses some of the important questions posed by policy makers and the biotechnology industry, potentially making future policy and marketing campaigns more effective. The research on consumer opinions of seafood is important because it provides information to the growing seafood industry on how to target specific market segments. Case research and development has introduced students to agricultural industries they were not previously familiar with, as well as allowed them to improve their decision skills before entering the agribusiness workforce.

Publications

• Stevens, T., Degner, R., and K. Morgan, "Agricultural Producer Attitudes Toward Agri-Tourism in Miami-Dade County, Florida,", October 2002
• Stevens, T., Degner, R., K. Morgan, C. deBodisco, and L. House, "Market Development Strategies for Florida Fresh Sweet Corn: Findings from a Consumer Survey, 2001,", March 2003.
• Degner, R., K. Morgan, T. Stevens, and C. Olson, "Marketing Opportunities for Perennial Peanut Hay", Industry Report 03-1, Florida Agricultural Market Research Center, University of Florida, Gainesville, Florida, May, 2003, 53 pages.
• House, L., T. Hanson, S. Sureshwaran. "U.S. Consumers: Examining the Decision to Consume Oysters and the Decision of How Frequent to Consume Oysters." Journal of Shellfish Research, Vol.22, Number 1 (2003):51-59.
• House, L., Melgar, Salvador, and Barry Barnett. "Victor Melgars Coffee Farm." International Food and Agribusiness Management Review, Volume 6, Number 3(2003): online journal http://www.ifama.org/members/articles/v6i3/House.pdf.
• House, L. and J. Sterns. "What are Agricultural Economics Ph.D. Students Learning about Agribusiness Research Methods and Subject Areas?" NACTA Journal, June 2003:31-35.
• Isik, M., K. Coble, D. Hudson, and L. House. "Investment under Uncertainty: Applications of Real Option Valuation to Agribusiness Investments in Remote Sensing Technologies." Agricultural Economics, 28(May 2003):215-224.
• Morgan, K.L. and R.L. Degner (April 2002). "Section 2: Review and Recommendations: Market Development Strategies for Miami-Dade Produce and Nursery Agribusiness." Appendix C: International Trade and Marketing, Miami-Dade County Agricultural Land Retention Study, FAMRC Industry Report 02-02, Florida Agricultural Market Research Center, Institute of Food and Agricultural Sciences, pp. 57-86.
• Morgan, K.L. and R.L. Degner (April 2002). "Section 3: Marketing Strategies for Miami-Dade Produce and Nursery Agribusinesses." Appendix C: International Trade and Marketing, Miami-Dade County Agricultural Land Retention Study, FAMRC Industry Report 02-02, Florida Agricultural Market Research Center, Institute of Food and Agricultural Sciences, pp. 87-124.
• Degner, R.L., T. J. Stevens and K. L. Morgan, editors (April 2002). "Miami-Dade County Agricultural Land Retention Study, Volumes One through Six." FAMRC Industry Report 02-02, Florida Agricultural Market Research Center, Institute of Food and Agricultural Sciences, 1038 pages.
• Hanson, T., L. House, and B. Posadas (January 2002). "U.S. Consumer Perceptions and Attitudes Toward Oysters." Aquaculture America 2002, San Diego, CA.
• Hanson, T., L. House, S. Sureshwaran, B. Posadas, and A. Liu (October 2002). "Opinions of U.S. Consumers toward Oysters: Results of a 2000-2001 Survey." AEC Research Report 2002-005, Mississippi State University.
• House, L., S. Sureshwaran, and T. Hanson (June 2002). "Consumer Attitudes Towards Seafood Safety Inspection Systems in the United States." Proceedings, Fifth International Conference on Chain and Network Management in Agribusiness and the Food Industry: 238-249.
• House. L., T. Hanson, and S. Sureshwaran (August 2002). "Decision to Consume and Frequency of Oyster Consumption in the United States." Abstract published in the Journal of Agricultural and Applied Economics, Volume 34(2): 362.
• Lusk, Jayson, Melissa Moore, Lisa House, and Jake Morrow (2001). "Influence of Brand Name, Store Loyalty, and Type of Modification on Consumer Acceptance of Genetically Engineered Corn Chips." International Food and Agribusiness Management Review, Volume 4, Number 4: 373-383.
• Degner, R., K. Morgan, C. DeBodisco, and L. House (December 2001). "Market Development Strategies for Fresh Sweet Corn Based Upon Consumer and Trade Surveys." Industry Report 01-1, The Food and Agricultural Marketing Center, University of Florida, December 2001.
• Morgan, K.L., R. N. Muruli, R. L. Degner, A. Wysocki. (2001). "Publicly Funded Promotional Programs for Fruit and Vegetable Commodities: A National Survey of State Departments of Agriculture." Proceedings of the Florida State Horticultural Society, Volume 114, pp. 11-18. (Released May 2002.)
• Traill, W.B., W. Yee, J. Lusk, S. Jaeger, L. House, J. Morrow, C. Valli, and M. Moore. Perceptions of the Risks and Benefits of Genetically-modified Foods and Their Influence on Willingness to Consume. Food Economics, 3 (2006), 12-19.
• Lusk, J.L., W.B. Traill, L.O. House, C. Valli, S.R. Jaeger, M. Moore, B. Morrow. Comparative Advantage in Demand, Experimental Evidence of Preferences for Genetically Modified Food in the United States and European Union. Journal of Agricultural Economics, 57(2006), 1, 1-21. Knight, E. L. House, M. Nelson, R. Degner. An Evaluation of Consumer Preferences Regarding Goat Meat in the South, Journal of Food Distribution Research 37(2006), 1, 88-96.
• Palma, M. A., F. Wirth, C.M. Adams and R.L. Degner. Market Preferences Toward Farm-Raised Sturgeon in the Southeastern United States, a Conjoint Analysis, Aquaculture Economics & Management, 2006.
• Lusk, J.L., L.O. House, C. Valli, S.R. Jaeger, M. Moore, B. Morrow, W.B. Traill. Consumer Welfare Effects of Introducing and Labeling Genetically Modified Food. Economics Letters, 88(2005), 382-388. Degner, R. L. & Morgan, K. L. 2005. Marketing Opportunities for Blood Ark Clams and Ponderous Ark Clams. Gainesville, FL, IFAS Communications. 3 pp. DLN, FE478.
• Degner, R. L., Southwell, T., Sturmer, L. N. & Morgan, K. L. 2005. Marketing Opportunities for Blood Ark Clams and Ponderous Ark Clams. Gainesville, FL, Department of Food and Resource Economics, IFAS, University of Florida. 3 pp. EDIS FE478.
• Stevens III., T. J., House, L. A., Morgan, K. L. & Degner, R. L. 2005. Market Development Strategies for Florida Fresh Sweet Corn, Findings from a Consumer Survey, 2001. Gainesville, FL, IFAS Communications. 8 pp. DLN, FE377.
• Sturmer, L. N., Morgan, K. L. & Degner, R. L. 2005. Nutritional Composition and Marketable Shelf-Life of Blood Ark Clams and Ponderous Ark Clams. Gainesville, FL, Department of Food and Resource Economics, IFAS, University of Florida. 6 pp. EDIS FE568.
• Traill, W.B., Jaeger, S.R., Yee, W.M.S., Valli, C., House, L.O., Lusk, J.L., Moore, M., & Morrow Jr., J.L. (2004). Categories of GM risk-benefit perceptions and their antecedents. AgBioForum, 7(4), 176-186. Harrison, R.W., Boccaletti, S., & House, L. (2004). Risk perceptions of urban Italian and United States consumers for genetically modified foods. AgBioForum, 7(4), 195-201.
• Jaeger, S.R., J.L. Lusk, L.O. House, C. Valli, M. Moore, B. Morrow and W.B. Traill. Acceptance of Genetically Modified Foods, Non-Hypothetical Experimental Markets. Food Quality and Preference. 15(2004), 701-714.
• Lusk, J., L. House, C. Valli, S. Jaeger, M. Moore, B. Morrow, W.B. Traill. Effect of Information about Benefits of Biotechnology on Consumer Acceptance of Genetically Modified Food, Evidence from Experimental Auctions in the United States, England, and France. European Review of Agricultural Economics, Vol. 31, Number 2 (2004), 179-204.
• Hudson, Darren, Lisa House, Barry Barnett, and Murat Isik. GPS Inc. A Case of Investment Under Uncertainty. Review of Agricultural Economics, Vol. 26, Number 2(2004), 303-312.
• Morgan, K. and R. Degner, "Market Development Strategies for Fresh Sweet Corn: Findings from 2001 Retailer Surveys," March 2003.
• Trejo-Pech, C., L. House, and C. Lopez-Reyna. Cargill Hybrid Seeds Mexico, A Case Study. International Food and Agribusiness Management Review, Volume 5, Number 3(2003), http, //www.ifama.org/members/articles/v5i3/trejo-pech.pdf.
• Degner, R., K. Morgan, T. Stevens, and C. Olson, "Marketing Opportunities for Perennial Peanut Hay, 2002," , September 2003.

Progress 10/01/05 to 09/30/06

Outputs
In the area of consumer attitudes towards genetically modified foods, the majority of this research involved a team of international researchers. We have collected data, have published, and are continuing to analyze data collected in a multi-national experimental auction and surveys. In the area of consumer attitudes towards seafood I have collected and analyzed responses data from a number of consumer surveys.

Impacts
The research examining consumer perceptions of genetically modified foods has had a significant impact in a number of arenas. Consumer perceptions of varying types of genetically modified foods have important implications for public policy and marketing of agricultural commodities. Our research is beginning to address some of the important questions posed by policy makers and the biotechnology industry, potentially making future policy and marketing campaigns more effective. The research on consumer opinions of seafood and crawfish is important because it can provide information to the growing seafood industry on how to target specific market segments. The research on food irradiation and organic food perceptions can be used to better understand consumer demand.

Publications

• Traill, W.B., W. Yee, J. Lusk, S. Jaeger, L. House, J. Morrow, C. Valli, and M. Moore. Perceptions of the risks and benefits of genetically-modified foods and their influence on willingness to consume. Food Economics, 3 (2006):12-19.
• Lusk, J.L., W.B. Traill, L.O. House, C. Valli, S.R. Jaeger, M. Moore, B. Morrow. Comparative Advantage in Demand: Experimental Evidence of Preferences for Genetically Modified Food in the United States and European Union. Journal of Agricultural Economics, 57(2006), 1:1-21.
• Knight, E. L. House, M. Nelson, R. Degner. An Evaulation of Consumer Preferences Regarding Goat Meat in the South, Journal of Food Distribution Research 37(2006), 1:88-96.

Progress 10/01/04 to 09/30/05

Outputs
A number of studies are underway examining consumer tastes and preferences for agricultural products in both Florida and the United States. Surveys have been administered on the following topics to date: consumer preferences for seafood products; consumer acceptance of genetically modified foods; crawfish consumption; food irradiation knowledge; and perceptions of organic foods. The work on genetically modified foods is part of a team project with two other U.S. institutions and a group in Europe based out of the University of Reading. Data from these surveys is currently being compiled and preliminary results have been presented at a number of professional meetings. Several papers are in review (or accepted) in peer-reviewed journals and have been presented at professional meetings.

Impacts
The research examining consumer perceptions of genetically modified foods has had a significant impact in a number of arenas. Consumer perceptions of varying types of genetically modified foods have important implications for public policy and marketing of agricultural commodities. Our research is beginning to address some of the important questions posed by policy makers and the biotechnology industry, potentially making future policy and marketing campaigns more effective. The research on consumer opinions of seafood and crawfish is important because it can provide information to the growing seafood industry on how to target specific market segments. The research on food irradiation and organic food perceptions can be used to better understand consumer demand.

Publications

• Lusk, J.L., L.O. House, C. Valli, S.R. Jaeger, M. Moore, B. Morrow, W.B. Traill. "Consumer Welfare Effects of Introducing and Labeling Genetically Modified Food." Economic Letters, 88(2005), 382-388.
• Traill, W.B., Jaeger, S.R., Yee, W.M.S., Valli, C., House, L.O., Lusk, J.L., Moore, M., & Morrow Jr., J.L. (2004). "Categories of GM risk-benefit perceptions and their antecedents." AgBioForum, 7(4), 176-186.
• Harrison, R.W., Boccaletti, S., & House, L. (2004). "Risk perceptions of urban Italian and United States consumers for genetically modified foods." AgBioForum, 7(4), 195-201.
• Jaeger, S.R., J.L. Lusk, L.O. House, C. Valli, M. Moore, B. Morrow and W.B. Traill. "Acceptance of Genetically Modified Foods: Non-Hypothetical Experimental Markets." Food Quality and Preference. 15(2004):701-714.
• Lusk, J., L. House, C. Valli, S. Jaeger, M. Moore, B. Morrow, W.B. Traill. "Effect of Information about Benefits of Biotechnology on Consumer Acceptance of Genetically Modified Food: Evidence from Experimental Auctions in the United States, England, and France." European Review of Agricultural Economics, Vol. 31, Number 2 (2004): 179-204.

Progress 10/01/02 to 10/01/03

Outputs
A number of studies are underway examining consumer tastes and preferences for agricultural products in both Florida and the United States. One survey was administered gathering information on consumer preferences for seafood products and another was administered focusing on identifying the determinants of consumer acceptance of genetically modified foods. The work on genetically modified foods is part of a team project with two other U.S. institutions and a group in Europe based out of the University of Reading. Data from these surveys is currently being compiled and preliminary results have been presented at a number of professional meetings. Several papers are in review (or accepted) in peer-reviewed journals and have been presented at professional meetings.

Impacts
The research examining consumer perceptions of genetically modified foods has had a significant impact in a number of arenas. Consumer perceptions of varying types of genetically modified foods have important implications for public policy and marketing of agricultural commodities. Our research is beginning to address some of the important questions posed by policy makers and the biotechnology industry, potentially making future policy and marketing campaigns more effective. The research on consumer opinions of seafood is important because it can provide information to the growing seafood industry on how to target specific market segments.

Publications

• House, L., T. Hanson, S. Sureshwaran. "U.S. Consumers: Examining the Decision to Consume Oysters and the Decision of How Frequent to Consume Oysters." Journal of Shellfish Research, Vol.22, Number 1 (2003):51-59.
• House, L., Melgar, Salvador, and Barry Barnett. "Victor Melgars Coffee Farm." International Food and Agribusiness Management Review, Volume 6, Number 3(2003): online journal http://www.ifama.org/members/articles/v6i3/House.pdf.
• House, L. and J. Sterns. "What are Agricultural Economics Ph.D. Students Learning about Agribusiness Research Methods and Subject Areas?" NACTA Journal, June 2003:31-35.
• Isik, M., K. Coble, D. Hudson, and L. House. "Investment under Uncertainty: Applications of Real Option Valuation to Agribusiness Investments in Remote Sensing Technologies." Agricultural Economics, 28(May 2003):215-224.
• Morgan, K. and R. Degner, "Market Development Strategies for Fresh Sweet Corn: Findings from 2001 Retailer Surveys," , March 2003.
• Stevens, T., Degner, R., and K. Morgan, "Agricultural Producer Attitudes Toward Agri-Tourism in Miami-Dade County, Florida," , October 2002
• Stevens, T., Degner, R., K. Morgan, C. deBodisco, and L. House, "Market Development Strategies for Florida Fresh Sweet Corn: Findings from a Consumer Survey, 2001," , March 2003.
• Degner, R., K. Morgan, T. Stevens, and C. Olson, "Marketing Opportunities for Perennial Peanut Hay, 2002," , September 2003.
• Degner, R., K. Morgan, T. Stevens, and C. Olson, "Marketing Opportunities for Perennial Peanut Hay", Industry Report 03-1, Florida Agricultural Market Research Center, University of Florida, Gainesville, Florida, May, 2003, 53 pages.

Progress 10/01/01 to 10/01/02

Outputs
A number of studies are underway examining consumer tastes and preferences for agricultural products in both Florida and the United States. One survey was administered gathering information on consumer preferences for seafood products and another was administered focusing on identifying the determinants of consumer acceptance of genetically modified foods. The work on genetically modified foods is part of a team project with two other U.S. institutions and a group in Europe based out of the University of Reading. Data from these surveys is currently being compiled and preliminary results have been presented at a number of professional meetings. Several papers are in review (or accepted) in peer-reviewed journals and have been presented at professional meetings.

Impacts
The research examining consumer perceptions of genetically modified foods has had a significant impact in a number of arenas. As evidenced by requests for interviews to the project contact, the public has a growing interest in this area. In addition, consumer perceptions of varying types of genetically modified foods have important implications for public policy and marketing of agricultural commodities. Our research is beginning to address some of the important questions posed by policy makers and the biotechnology industry, potentially making future policy and marketing campaigns more effective. The research on consumer opinions of seafood is important because it can provide information to the growing seafood industry on how to target specific market segments. Among the results of interest has been finding that the decision to consume a seafood product is based on different factors than the decision of how often to consume that product. For example, concerns about oyster safety did not affect whether or not a person was willing to consume oysters, but did affect how often oyster consumers purchased the product.

Publications

• Morgan, K.L. and R.L. Degner (April 2002). "Section 2: Review and Recommendations: Market Development Strategies for Miami-Dade Produce and Nursery Agribusiness." Appendix C: International Trade and Marketing, Miami-Dade County Agricultural Land Retention Study, FAMRC Industry Report 02-02, Florida Agricultural Market Research Center, Institute of Food and Agricultural Sciences, pp. 57-86.
• Morgan, K.L. and R.L. Degner (April 2002). "Section 3: Marketing Strategies for Miami-Dade Produce and Nursery Agribusinesses." Appendix C: International Trade and Marketing, Miami-Dade County Agricultural Land Retention Study, FAMRC Industry Report 02-02, Florida Agricultural Market Research Center, Institute of Food and Agricultural Sciences, pp. 87-124.
• Morgan, K.L., R. N. Muruli, R. L. Degner, A. Wysocki. (2001). "Publicly Funded Promotional Programs for Fruit and Vegetable Commodities: A National Survey of State Departments of Agriculture." Proceedings of the Florida State Horticultural Society, Volume 114, pp. 11-18. (Released May 2002.)
• Degner, R., K. Morgan, C. DeBodisco, and L. House (December 2001). "Market Development Strategies for Fresh Sweet Corn Based Upon Consumer and Trade Surveys." Industry Report 01-1, The Food and Agricultural Marketing Center, University of Florida, December 2001.
• Degner, R.L., T. J. Stevens and K. L. Morgan, editors (April 2002). "Miami-Dade County Agricultural Land Retention Study, Volumes One through Six." FAMRC Industry Report 02-02, Florida Agricultural Market Research Center, Institute of Food and Agricultural Sciences, 1038 pages.
• Hanson, T., L. House, and B. Posadas (January 2002). "U.S. Consumer Perceptions and Attitudes Toward Oysters." Aquaculture America 2002, San Diego, CA.
• Hanson, T., L. House, S. Sureshwaran, B. Posadas, and A. Liu (October 2002). "Opinions of U.S. Consumers toward Oysters: Results of a 2000-2001 Survey." AEC Research Report 2002-005, Mississippi State University.
• House, L., S. Sureshwaran, and T. Hanson (June 2002). "Consumer Attitudes Towards Seafood Safety Inspection Systems in the United States." Proceedings, Fifth International Conference on Chain and Network Management in Agribusiness and the Food Industry: 238-249.
• House. L., T. Hanson, and S. Sureshwaran (August 2002). "Decision to Consume and Frequency of Oyster Consumption in the United States." Abstract published in the Journal of Agricultural and Applied Economics, Volume 34(2): 362.
• Lusk, Jayson, Melissa Moore, Lisa House, and Jake Morrow (2001). "Influence of Brand Name, Store Loyalty, and Type of Modification on Consumer Acceptance of Genetically Engineered Corn Chips." International Food and Agribusiness Management Review, Volume 4, Number 4: 373-383.