The impact of information as an extrinsic quality cue on consumers’ valuation of intrinsic food quality attributes can be captured by incorporating ‘information treatments’ in experimental auctions. We combine ‘exogenous’ information treatments (a video broadcast and a radio transcript) on the benefits of a locally produced improved rice processing technology with an ‘endogenous’ information treatment which elicits word-of-mouth exchange among consumers. We assess the effects of these information treatments on consumers’ choice and valuation of parboiled rice with upgraded quality in two urban markets in Benin. We find that exogenous information increases market share of the locally produced improved product by 14% at the expense of the competing, imported product, an effect which is further amplified by 11% through endogenous information. Endogenous information has a dampening effect on price premiums though; while visual and auditory information added 6–14% value to local rice, word-of-mouth reduced the value by 2%.

中文翻译：

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外源和内源信息处理的实验拍卖：贝宁改良蒸谷米的支付意愿

信息作为外在质量线索对消费者对内在食品质量属性的评价的影响可以通过在实验性拍卖中结合“信息处理”来捕捉。我们将“外源”信息处理（视频广播和广播转录）与当地生产的改良大米加工技术的好处与“内源”信息处理相结合，从而引发消费者之间的口碑交流。我们在贝宁的两个城市市场评估了这些信息处理对消费者选择和评价品质提升的蒸谷米的影响。我们发现，外源信息以牺牲竞争的进口产品为代价，使本地生产的改良产品的市场份额增加了 14%，这一效应通过内源信息进一步放大了 11%。不过，内生信息对价格溢价有抑制作用；虽然视觉和听觉信息为当地大米增加了 6-14% 的价值，但口碑却降低了 2%。