Willingness to pay for multiple quantities of animal welfare dairy products: Results from random Nth-, second-price, and incremental second-price auctions

Nonhypothetical experimental auctions are used to elicit willingness to pay for humane animal care-certified dairy products: cheese and ice cream. We use second-price, random Nth-price, and incremental second-price auctions in multiproduct, multiquantity, and multiround contexts. The results contrast participants' bids across different auction mechanisms and different products. Differences in bidding patterns are detected across auction mechanisms as well as products. Our results suggest that subjects on average are only willing to pay a premium price for one unit of humane animal case-certified ice cream but not for multiple quantities.