Auction Winners, Bid Price Endogeneity and Customer Preferences for Bison and Beef

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Scott F. Fausti Angel F. Gonzalez Bashir Qasmi Keith Underwood


We conduct a ground beef versus ground bison consumer preference study. A panel of 91 participants were asked first to blindly sample ground 93% lean bison, 80% lean beef, and 93% lean beef, and report their preferences for each meat's qualities, such as, juiciness and tenderness. Participants were then given the option of participating in a multiproduct, second-price auction.

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