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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
Location(s)

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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
Not available
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