Entrepreneur Farmers: How does a beginning farmer's race influence consumer decisions?

Last registered on November 30, 2020

Pre-Trial

Trial Information

General Information

Title
Entrepreneur Farmers: How does a beginning farmer's race influence consumer decisions?
RCT ID
AEARCTR-0006809
Initial registration date
November 25, 2020
Last updated
November 30, 2020, 11:37 AM EST

Locations

Region

Primary Investigator

Affiliation
University of Missouri

Other Primary Investigator(s)

PI Affiliation
University of Kentucky
PI Affiliation
University of Arkansas
PI Affiliation
Texas A&M University
PI Affiliation
University of Arkansas

Additional Trial Information

Status
In development
Start date
2020-11-19
End date
2021-01-31
Secondary IDs
Abstract
This study evaluates whether farmers’ racial background and farming experience affect consumers’ willingness to support farmers and their preferences for agricultural products. An online experiment will be conducted using Amazon Mechanical Turk (M-Turk). The experiment consists of a between-subject design where participants will be randomly assigned to one of five treatments. In the five treatment groups, the (beginning) farmers supportive program will be introduced to participants using a picture and name of a farmer along with a description of the program. The picture will be shown in a salient position on the screen. Besides the baseline control group where we introduce regular farmers, the difference across the rest of four treatment groups is the race of the farmer. In the race control group, the picture will only show the shape/silhouette of a farmer without any identification of racial background. In treatments 1, 2, and 3, the farmer shown in the picture will correspond to White, African American, and Hispanic farmers, respectively. There will be no written statement referring to the race of the farmer. Following the manipulation, subjects will be asked to participate in a real-incentivized BDM auction, dictator game, effort task, and finally filled out a demographic/behavioral survey. By comparing task outcomes across treatments, we will test for potential effects of farmers’ race on consumers' willingness to support beginning farmers and willingness to pay for beginning farmers produced agricultural products.
External Link(s)

Registration Citation

Citation
Nayga, Rodolfo et al. 2020. "Entrepreneur Farmers: How does a beginning farmer's race influence consumer decisions?." AEA RCT Registry. November 30. https://doi.org/10.1257/rct.6809-1.0
Experimental Details

Interventions

Intervention(s)
Intervention Start Date
2020-12-07
Intervention End Date
2021-01-31

Primary Outcomes

Primary Outcomes (end points)
1. Willingness to pay (maximum bid) for products produced by beginning farmers with different race (BDM auction)
2. Amount allocated by subjects between themselves and the program to support farmers (Dictator game)
3. Amount of effort exerted by subjects to support farmers (Effort task)
Primary Outcomes (explanation)

Secondary Outcomes

Secondary Outcomes (end points)
Secondary Outcomes (explanation)

Experimental Design

Experimental Design
The experiment consists of a between-subject design where subjects will be randomly assigned to one of five conditions, with the race of the beginning farmer displayed on the screen as the manipulating factor. In all conditions, the farmers program will be introduced to participants using a picture of a farmer along with a description of the program. There will be no written statement referring to the race of the farmer.
The treatments are as follows: 1) control 1, where the picture will only show the shape/silhouette of a farmer without any identification of racial background and the program will be framed as supporting farmers in general; 2) control 2, same as control 1 but the program will be framed as supporting mainly beginning farmers; 3) treatment 1, where the farmer shown in the picture corresponds to a White beginning farmer with a socially-perceived name associated with White people; 4) treatment 2, where the farmer shown in the picture corresponds to a Black beginning farmer a socially-perceived name associated with Black people; and 5) treatment 3, with the picture being a black beginning farmer a socially-perceived name associated with Hispanic people. The program in all treatments will be framed as supporting specifically beginning farmers.

Experimental Design Details
Randomization Method
Subjects will be randomly assigned to the experimental conditions by the computer (Qualtrics randomizer).
Randomization Unit
Individual
Was the treatment clustered?
No

Experiment Characteristics

Sample size: planned number of clusters
750 subjects
Sample size: planned number of observations
750 subjects
Sample size (or number of clusters) by treatment arms
150 subjects per treatment
Minimum detectable effect size for main outcomes (accounting for sample design and clustering)
IRB

Institutional Review Boards (IRBs)

IRB Name
MU Institutional Review Board
IRB Approval Date
2020-09-14
IRB Approval Number
276204

Post-Trial

Post Trial Information

Study Withdrawal

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Intervention

Is the intervention completed?
No
Data Collection Complete
Data Publication

Data Publication

Is public data available?
No

Program Files

Program Files
Reports, Papers & Other Materials

Relevant Paper(s)

Reports & Other Materials