Marketing and Consumer Behavior

Diverse research projects in this research area address the overall goal to improve, develop and expand markets for food and agricultural products, increased marketing efficiency, improve product quality, and provide greater variety in products and services that benefit consumers as well as producers.

Florida Agricultural Market Research Center is a research, development and education service offering professional assistance to agricultural, marine and agribusiness groups. The Center is an official unit of the Institute of Food and Agricultural Sciences. It is headquartered at the University of Florida, in the Food and Resource Economics Department.

Selected Recent Publications:

McFadden, B.R., and J.L. Lusk. 2015. Cognitive biases in the assimilation of scientific information on global warming and genetically modified food. Food Policy 54: 35-43

McFadden B.R., et al. 2015. Can Neural Activation in Dorsolateral Prefrontal Cortex Predict Responsiveness to Information? An Application to Egg Production Systems and Campaign Advertising. PLoS ONE, 10(5): e0125243.

Gao, Z., S. Wong, L. House, and T. Spreen. 2014. French Consumer Perception, Preference of, and Willingness to Pay for Fresh Fruit Based on Country of Origin. British Food Journal, 116(5): 805-820.

Kim, H., and L.A. House. 2014. Linking Consumer Health Perceptions to Consumption of Nonalcoholic Beverages. Agricultural and Resource Economics Review, 43(1): 1-16.

Bi, X., L. House, Z. Gao, and F. Gmitter. 2012. Sensory evaluation and experimental auctions: Measuring willingness to pay for specific sensory attributes. American Journal of Agricultural Economics 94(2): 562-568.

Learn more by accessing web-pages of the individual faculty members:

Bi, Xiang (environmental and resource economics, consumer economics and marketing)
Gao, Zhifeng (marketing and consumer behavior)
House, Lisa (marketing and consumer behavior; food choices and nutrition)
Khachatryan, Hayk (marketing and consumer behavior, environmental horticulture)
Kim, Hyeyoung (marketing and consumer behavior)
McFadden, Brandon R. (consumer behavior)
Wysocki, Allen (marketing)