| Sumario: | Consumer acceptance of biofortified vitamin-A-rich products by urban populations in developing countries is an
important preventive pathway for addressing vitamin A deficiencies by easing nutritional availability and access.
The present study used data from a multi-variable in-store consumer study in Rwanda with bread and a snack
product (mandazi) to develop and test a measure for stated purchase intentions based on Rasch scaling, and
investigates the structural relationship between purchase intentions and multiple measures of potential drivers
for purchase intentions. The study investigates the extent to which the purchase intent influence the decisions
and monetary product preferences within an in-store Becker-DeGroot-Marschak (BDM) auction based on a
product exchange to the biofortified product using the self-selected non-fortified product as reference. The key
finding is that the nature of the relationship between the methods to elicit preferences is product-specific because
of differences in the outcome of the BDM. The nature of the relationship also depends on whether the mea surement uncertainty in the Rasch score for person locations for purchase intentions is considered. Including the
measurement uncertainty reverses the extent to which the choice to bid and the bid amount within the BDM are
driven by separate processes. Moreover, while actual liking helped predict purchase intentions, no evidence was
found of such association for nutritional beliefs. Sensory attributes for the vitamin-A-biofortified products do not
serve as key product features to promote (or detract from) purchase intentions. Overall, these findings indicate
that auction-based methods and Rasch scales for purchase intentions are complementary measures in product
research.
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