University of Arkansas

Walton College

The Sam M. Walton College of Business

Presentations and Recent Research


Thursday, Feb 20

Time: 12:30 pm-1:30 pm

Place: BBRL Conference Room (JBHT 128)

Title: Distributional Effects of Price Salience on Reservation Wages and Food Choices

Presenter: Michelle Sigovia, University of Missouri

This article enriches the attribute salience literature in economics by providing compelling evidence that inducing price salience affects consumer expenditures and reservation wages. We use a laboratory experiment to show that high price salience reduces the likelihood of purchasing high quality low-calorie food items at a price premium. We also find that income is an important factor that moderates this effect. The low-income group demonstrates similar purchasing behaviors regardless of the price salience condition. In the absence of price salience in the decision environment, the high-income group is more likely to choose more expensive low-calorie foods. This effect vanishes when high-income consumers are exposed to environments with high price salience. Using a novel design, we find that inducing price salience reduces the reservation wage of high-income participants to perform a real effort task to offset the cost of their food expenditures. We conclude that the high-income group drives the variation in our outcome measures across experimental conditions, and they align their food choices and labor supply decisions with low-income subjects after being exposed to low and high price salience environments. Relative price changes between low- and high-calorie products yield significantly more healthy choices. A 20% price discount on the low-calorie alternative induces over 95% low-calorie selections.

Keywords: Attribute, Food choice, Income, Price-Salience, Reservation Wage.
JEL Classification: C91




Time: 12:30 pm-1:30 pm

Place: BBRL Conference Room (JBHT 128)

Title: Putting Your Money Where Your Mouth Is: Assessing the Intention-Behavior Gap for Consumer Willingness to Pay for Supplier Monitoring

Presenter: John Aloysius


Wednesday, September 9

Time: 12:00 pm-1:00 pm

Place: BBRL Conference Room (JBHT 128)

Title: Bouncing back by pushing forward: Balanced reflexivity and team persistence in the face of adversity

Presenter: Adam Stoverink