P.S. I will be presenting this paper at #LACEA conference this year in Recife!
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#LACEA2025 @lacea2025.bsky.social

We underscore the importance of the timing, tone, and content of the information.

While it does not change the behavior of recurrent consumers, it may for new ones!

Full paper here:
papers.ssrn.com/sol3/papers....

#ThatsAllFolks
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But, we find that regular buyers of avocados are not affected by the exposure to information...negative or positive!
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Yet, not all the news headline give the same result. It depends on the topic of the negative news headline.

Our respondents reacted more with the news relating avocados with criminal groups than with the environmental damages.
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We find that positive news increase the WTP; and negative, decreases it.

However! The driving force is the latest piece of news they receive. A positive information followed by a negative decreases the WTP, and a negative followed by a positive increases the WTP.
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Some participants were presented with 1 news headline and some with 2 in total. This created 9 possible treatment arms in our design, while it allows us to compare both between- and within-subjects change in their willingness to pay (WTP).
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We presented 1 of 3 possible news headline to some participants and none to others, and we asked them whether they were willing to pay $ X dollars for a bag of 4 avocados.

After their answer, we presented a 2nd different headline and asked again using the same price.

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