Staff Publications

Staff Publications

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    'Staff publications' is the digital repository of Wageningen University & Research

    'Staff publications' contains references to publications authored by Wageningen University staff from 1976 onward.

    Publications authored by the staff of the Research Institutes are available from 1995 onwards.

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Waardekaarten van: Outer Thames Estuary, Haisborough, Hammond and Winterton & Margate and Long Sands
Machiels, M.A.M. - \ 2015
IJmuiden : IMARES (Rapport / IMARES Wageningen UR C054/15) - 16
vissersschepen - engeland - kustwateren - kaarten - taxatie - demersale visserij - schol - tong (vis) - tarbot - raja - fishing vessels - england - coastal water - maps - valuation - demersal fisheries - plaice - dover soles - turbot
Dit rapport is geschreven in opdracht van VisNed. IMARES is gevraagd om waardekaarten en tabellen te leveren van alle bodem beroerende Nederlandse visserijschepen binnen de gebieden 1) Haisborough, Hammond and Winterton, 2) Margate and Long Sands voor de Engelse kust en 3) Outer Thames Estuary.
Simulating Welfare Effects of Europe’s Nutrition and Health Claims regulation: the Italian Yogurt Market
Bonanno, A. ; Huang, R. ; Liu, Y. - \ 2015
European Review of Agricultural Economics 42 (2015)3. - ISSN 0165-1587 - p. 499 - 533.
discrete-choice models - product differentiation - functional foods - empirical-analysis - demand - information - quality - price - probiotics - valuation
With the enactment of Regulation (EC) No. 1924/2006, 20 December 2006, ‘On nutrition and health claims made on foods’ several health claims can no longer be used on food products in European markets. We simulate the overall impact of the regulation on consumers and producers using the Italian yogurt market as a case study, and data prior to the introduction of the policy. We quantify welfare losses incurred if accepted claims were false, and simulate scenarios where rejected truthful health claims are removed, considering also the case where the products carrying them exit the market. We find that consumers can incur large welfare losses if approved claims are untruthful; if truthful claims are instead denied both consumers and producers may incur losses, with consumers being penalised more than producers.
Marine ecosystem services: linking indicators to their classification
Hattam, C. ; Atkins, J.P. ; Beaumont, N.J. ; Boerger, T. ; Boehnke-Henrichs, A. ; Burdon, D. ; Groot, R.S. de; Hoefnagel, E. ; Nunes, P.A.L.D. ; Piwowarczyk, J. ; Sastre, S. ; Austen, M.C. - \ 2015
Ecological Indicators 49 (2015). - ISSN 1470-160X - p. 61 - 75.
macrofauna communities - north-sea - management - valuation - framework - areas - need
There is a multitude of ecosystem service classifications available within the literature, each with its own advantages and drawbacks. Elements of them have been used to tailor a generic ecosystem service classification for the marine environment and then for a case study site within the North Sea: the Dogger Bank. Indicators for each of the ecosystem services, deemed relevant to the case study site, were identified. Each indicator was then assessed against a set of agreed criteria to ensure its relevance and applicability to environmental management. This paper identifies the need to distinguish between indicators of ecosystem services that are entirely ecological in nature (and largely reveal the potential of an ecosystem to provide ecosystem services), indicators for the ecological processes contributing to the delivery of these services, and indicators of benefits that reveal the realized human use or enjoyment of an ecosystem service. It highlights some of the difficulties faced in selecting meaningful indicators, such as problems of specificity, spatial disconnect and the considerable uncertainty about marine species, habitats and the processes, functions and services they contribute to.
Bedrijfsovername : checklist bedrijfsopvolging en -overdracht
Turenhout, M.N.J. ; Taal, C. ; Haan, H. de - \ 2014
Wageningen : LEI Wageningen UR (LEI 14-092) - 19
visserij - vissersschepen - vissers - bedrijfsopvolging - taxatie - financieren - controlelijsten - fisheries - fishing vessels - fishermen - succession - valuation - financing - checklists
Deze publicatie voorziet in een checklijstlijst voor bedrijfsopvolging en –overdracht ten aanzien van de Nederlandse kottersector. Aandacht wordt geschonken aan: algemene vragen, waardebepaling, financiering en fiscale aspecten. Toegevoegd zijn relevante literatuur en websites.
The effect of the solemn oath script in hypothetical choice experiment survey: A pilot study
Magistris, T. de; Pascucci, S. - \ 2014
Economics Letters 123 (2014)2. - ISSN 0165-1765 - p. 252 - 255.
cheap talk - valuation - bias
We test the effect of the solemn oath (HO) in Hypothetical CE Survey (CE). We conducted CE surveys with three treatments: (1) CE without a cognitive task, (2) CE with a CT script, and (3) CE with a HO. Results generally suggest lower WTPs values with the HO, than without the HO script.
"The man, the administration and the counter-discourse”: An analysis of the sudden turn in Dutch nature conservation policy
Buijs, A.E. ; Mattijssen, T. ; Arts, B.J.M. - \ 2014
Land Use Policy 38 (2014). - ISSN 0264-8377 - p. 676 - 684.
management - restoration - netherlands - implementation - institutions - valuation - conflicts - state
The Netherlands were at the forefront of European nature conservation policy until recently. For years, a stable ‘social contract’ around Dutch nature conservation existed. To the surprise of many, this stability suddenly disappeared and Dutch nature policy has taken a dramatic shift with changing discourses on nature conservation, the halting of implementation of several key-policies and budget cuts up to 70%. This paper engages with discursive-institutionalism to understand such abrupt institutional changes through emerging ideas and discourses that reshape and undermine existing institutional arrangements. We show how the institutionalization of policy not only engendered but also restricted the impact of critical discourses in the 1990s and 2000s. However, critical discourses eventually played an important role in the sudden turn in nature conservation policy. The rise of a general populist discourse and the economic crisis contributed to the credibility of critical discourses and their translation into popular frames and storylines. Authoritative actors such as a new State Secretary opened up popular media for the critical discourses and contributed to their resonance among larger audiences. As such, the man and his new administration successfully used already existing counter-discourses to de-legitimise nature policy and break down important institutional arrangements at a pace unseen in Dutch politics. Adding a discursive element to institutionalism provides for analytical tools to understand change from both external as well as internal forces. In turn, enriching discourse theory with insights from neo-institutionalism helps to evaluate which ideas and discourses become materialized in policy and practice
Ecosystem Services as a Contested Concept: A Synthesis of Critique and Counter-arguments
Schröter, M. ; Zanden, E.H. van der; Oudenhoven, A.P.E. van; Remme, R.P. ; Serna-Chavez, H.M. ; Groot, R.S. de; Opdam, P. - \ 2014
Conservation Letters 7 (2014)6. - ISSN 1755-263X - p. 514 - 523.
sustainability research - saving nature - biodiversity - conservation - science - policy - benefits - classification - agriculture - valuation
We describe and reflect on seven recurring critiques of the concept of ecosystem services and respective counter-arguments. First, the concept is criticized for being anthropocentric while others argue that it goes beyond instrumental values. Second, some argue that the concept promotes an exploitative human-nature relationship, while others state that it re-connects society to ecosystems, emphasizing humanity's dependence on nature. Third, concerns exist that the concept may conflict with biodiversity conservation objectives while others emphasize complementarity. Fourth, the concept is questioned because of its supposed focus on economic valuation, while others argue that ecosystem services science includes many values. Fifth, the concept is criticized for promoting commodification of nature, while others point out that most ecosystem services are not connected to market-based instruments. Sixth, vagueness of definitions and classifications are stated to be a weakness, while others argue that vagueness enhances transdisciplinary collaboration. Seventh, some criticize the normative nature of the concept implying that all outcomes of ecosystem processes are desirable. The normative nature is indeed typical for the concept, but should not be problematic when acknowledged. By disentangling and contrasting different arguments we hope to contribute to a more structured debate between opponents and proponents of the ecosystem services concept.
Livelihood roles of cattle and prospects for alternative land uses at the wildlife/livestock interface in South Africa
Chaminuka, P. ; Udo, H.M.J. ; Eilers, C.H.A.M. ; Zijpp, A.J. van der - \ 2014
Land Use Policy 38 (2014). - ISSN 0264-8377 - p. 80 - 90.
benefits - livestock - policy - conservation - management - valuation - poverty - systems - costs - areas
The emergence of wildlife ranching as an alternative land use option to agriculture, in Transfrontier Conservation Areas (TFCAs), has cast renewed interest on the role of cattle farming in rural livelihoods in areas close to wildlife parks. This study analysed the contribution of cattle to livelihoods and relationships between cattle and potential wildlife land uses in rural areas near Kruger National Park. Data were collected through household surveys, key informant interviews and community workshops. About 11% of households studied owned cattle, and cattle income constituted 29% of total household income. Benefits from cattle were also derived by households without cattle. About 71% of households had at least three sources of income, reflecting diversity of livelihoods. Wildlife related land uses were perceived by some households as threatening cattle production, whilst others viewed them as opportunities for alternative livelihoods. We conclude that cattle production has important livelihood roles, but is not sufficient as a driver of economic development in these areas. Incentives to encourage diversification of livelihoods at the wildlife/livestock interface, with possibilities for rural communities to explore wildlife based land uses should be put in place. In addition, land use policy and planning in such areas should focus on creating institutional mechanisms through which programmes integrating conservation and rural development goals can benefit rural communities
Accounting for capacity and flow of ecosystem services: A conceptual model and a case study for Telemark, Norway
Schroter, M. ; Barton, D.N. ; Remme, R.P. ; Hein, L.G. - \ 2014
Ecological Indicators 36 (2014). - ISSN 1470-160X - p. 539 - 551.
supply-and-demand - decision-making - framework - classification - indicators - scales - land - sustainability - management - valuation
Understanding the flow of ecosystem services and the capacity of ecosystems to generate these services is an essential element for understanding the sustainability of ecosystem use as well as developing ecosystem accounts. We conduct spatially explicit analyses of nine ecosystem services in Telemark County, Southern Norway. The ecosystem services included are moose hunting, sheep grazing, timber harvest, forest carbon sequestration and storage, snow slide prevention, recreational residential amenity, recreational hiking and existence of areas without technical interference. We conceptually distinguish capacity to provide ecosystem services from the actual flow of services, and empirically assess both. This is done by means of different spatial models, developed with various available datasets and methods, including (multiple layer) look-up tables, causal relations between datasets (including satellite images), environmental regression and indicators derived from direct measurements. Capacity and flow differ both in spatial extent and in quantities. We discuss five conditions for a meaningful spatial capacity–flow-balance. These are (1) a conceptual difference between capacity and flow, (2) spatial explicitness of capacity and flow, (3) the same spatial extent of both, (4) rivalry or congestion, and (5) measurement with aligned indicators. We exemplify spatially explicit balances between capacity and flow for two services, which meet these five conditions. Research in the emerging field of mapping ES should focus on the development of compatible indicators for capacity and flow. The distinction of capacity and flow of ecosystem services provides a parsimonious estimation of over- or underuse of the respective service. Assessment of capacity and flow in a spatially explicit way can thus support monitoring sustainability of ecosystem use, which is an essential element of ecosystem accounting.
Functional Foods as Differentiated Products: the Italian Yogurt Market
Bonanno, A. - \ 2013
European Review of Agricultural Economics 40 (2013)1. - ISSN 0165-1587 - p. 45 - 71.
consumer acceptance - empirical-analysis - demand system - competition - valuation - industry - europe - price - power - model
In spite of the growing consumers' interest for functional foods, the knowledge regarding the demand for these products and their profitability is limited. Adapting the LA/AIDS (Linear Approximated–Almost Ideal Demand System) model by means of Pinkse, Slade and Brett's distance metric method (2002), this article studies demand, substitution pattern, and profitability of conventional and functional alternatives inside the yogurt category in Italy. Results indicate that, in the yogurt market, functional alternatives' demand is often less elastic than that of their conventional counterparts, that brand loyalty plays a key role, and that the profitability of the functional alternatives is, on average, larger than that of conventional ones.
Beyond monetary measurement: How to evaluate projects and policies using the ecosystem services framework
Sijtsma, F.J. ; Heide, C.M. van der; Hinsberg, A. van - \ 2013
Environmental Science & Policy 32 (2013). - ISSN 1462-9011 - p. 14 - 25.
decision-support-system - multicriteria analysis - valuation - impact - needs
In this paper we focus on how to achieve better decision support when decision-makers use the ecosystem services (ESS) framework to broaden their evaluations. We contribute to the debate on valuation of ecosystem services by inquiring into how the ESS framework relates to the judgement and measurement provided by Cost-Benefit Analysis (CBA) and Multi-Criteria Analysis (MCA) evaluation techniques. We argue that Multi-Criteria Cost-Benefit Analysis (MCCBA), which is a carefully designed combination of CBA and MCA, provides a good starting point for the evaluation of projects or policies involving changes in agricultural and natural ecosystem services. The main characteristic of this MCCBA approach linked to ESS framework is its threefold evaluative endpoint structure to account for (i) basic health, (ii) economic welfare, and (iii) higher well-being. The third endpoint includes concerns about the well-being of nature. The MCCBA approach utilises highly standardised cardinal or ratio scale measurements, in particular we use two existing measurements, known as Disability Adjusted Life Years for basic health, and monetary Net Present Values for economic welfare. We also introduce one new measurement: Threat weighted Ecological Quality Area to account for nature's wellbeing. We argue that evaluation of projects or policies involving many different ecosystem services should use these three endpoint measurements. (C) 2012 Elsevier Ltd. All rights reserved.
The use of woodland products to cope with climate variability in communal areas in Zimbabwe
Woittiez, L.S. ; Rufino, M.C. ; Giller, K.E. ; Mapfumo, P. - \ 2013
Ecology and Society 18 (2013)4. - ISSN 1708-3087
rural livelihoods - south-africa - ecosystem services - savanna resources - fruit-trees - valuation - biodiversity - availability - consumption - households
Common lands provide smallholder farmers in Africa with firewood, timber, and feed for livestock, and they are used to complement human diets through the collection of edible nontimber forest products (NTFPs). Farmers have developed coping mechanisms, which they deploy at times of climatic shocks. We aimed to analyze the importance of NTFPs in times of drought and to identify options that could increase the capacity to adapt to climate change. We used participatory techniques, livelihood analysis, observations, and measurements to quantify the use of NTFPs. Communities recognized NTFPs as a mechanism to cope with crop failure. We estimated that indigenous fruits contributed to approximately 20% of the energy intake of wealthier farmers and to approximately 40% of the energy intake of poor farmers in years of inadequate rainfall. Farmers needed to invest a considerable share of their time to collect wild fruits from deforested areas. They recognized that the effectiveness of NTFPs as an adaptation option had become threatened by severe deforestation and by illegal harvesting of fruits by urban traders. Farmers indicated the need to plan future land use to (1) intensify crop production, (2) cultivate trees for firewood, (3) keep orchards of indigenous fruit trees, and (4) improve the quality of grazing lands. Farmers were willing to cultivate trees and to organize communal conservation of indigenous fruits trees. Through participatory exercises, farmers elaborated maps, which were used during land use discussions. The process led to prioritization of pressing land use problems and identification of the support needed: fast-growing trees for firewood, inputs for crop production, knowledge on the cultivation of indigenous fruit trees, and clear regulations and compliance with rules for extraction of NTFPs. Important issues that remain to be addressed are best practices for regeneration and conservation, access rules and implementation, and the understanding and management of competing claims on the common lands. Well-managed communal resources can provide a strong tool to maintain and increase the rural communities’ ability to cope with an increasingly variable climate.
The economics of ecosystem services: from local analysis to national policies
Kumar, P. ; Brondizio, E.S. ; Gatzweiler, F. ; Gowdy, J. ; Groot, R.S. de; Pascual, U. ; Reyers, B. ; Sukhdev, P. - \ 2013
Current Opinion in Environmental Sustainability 5 (2013)1. - ISSN 1877-3435 - p. 78 - 86.
social-ecological systems - sustainability - biodiversity - environment - governance - valuation - science - scale
The paper builds around the key messages from the recently completed study — The Economics of Ecosystems and Biodiversity (TEEB). The paper essentially attempts to map the problem encountered in up scaling the findings from site/local scale to national scale. First, the rationale for economic analysis of ecosystem services has been discussed and then the challenges in applying economics to ecosystems and biodiversity have been identified. The paper discusses the role of economic valuation, discounting and necessary indicator for it. Social and cultural context of economic valuation along with the nature of value articulating institutions have been highlighted. Most of these issues typically deal with ecosystem services at site and project level. The paper lays down the need for arriving at national policies from microlevel valuation work. The paper suggests that for national policy formulation and design, valuation and accounting of ecosystem services must be seen in the economy wide context where interdependence of sectors is the key. The paper shows the existing hiatus between this level of analysis of economics of ecosystems and the need for credible national level policies. An attempt has been made to highlight necessary steps to arrive at national level policies on ecosystems management.
Ecosystem services and ethics
Jax, K. ; Barton, D.N. ; Chan, K.M.A. ; Groot, R.S. de; Doyle, U. ; Eser, U. ; Goerg, C. ; Gomez-Baggethun, E. ; Griewald, Y. ; Haber, W. ; Haines-Young, R. ; Heink, U. ; Jahn, T. ; Joosten, H. ; Kerschbaumer, L. ; Korn, H. ; Luck, G.W. ; Matzdorf, B. ; Muraca, B. ; Nesshover, C. ; Norton, B. ; Ott, K. ; Potschin, M. ; Rauschmayer, F. ; Haaren, C. von; Wichmann, S. - \ 2013
Ecological Economics 93 (2013). - ISSN 0921-8009 - p. 260 - 268.
environmental ethics - conservation - biodiversity - valuation - values - economics - ecology - science
A major strength of the ecosystem services (ESS) concept is that it allows a succinct description of how human well-being depends on nature, showing that the neglect of such dependencies has negative consequences on human well-being and the economy. As ESS refer to human needs and interests, values are to be considered when dealing with the concept in practice. As a result we argue that in using the concept there is a need to be clear about what different dimensions of value are involved, and be aware of ethical issues that might be associated with the concept. A systematic analysis of the ethical implications associated to the ESS concept is still lacking. We address this deficiency by scrutinising value dimensions associated with the concept, and use this to explore the associated ethical implications. We then highlight how improved transparency in the use of the ESS concept can contribute to using its strengths without succumbing to possible drawbacks arising from ethical problems. These problems concern the dangers that some uses of the concept have in obscuring certain types of value, and in masking unevenness in the distribution of costs and benefits that can arise in the management of ESS.
Towards a consistent approach for ecosystem accounting
Edens, B. ; Hein, L.G. - \ 2013
Ecological Economics 90 (2013). - ISSN 0921-8009 - p. 41 - 52.
developing-countries - land-use - services - valuation - framework - forest - biodiversity - environment - resilience - limits
In spite of an increasing interest in environmental economic accounting, there is still very limited experience with the integration of ecosystem services and ecosystem capital in national accounts. This paper identifies four key methodological challenges in developing ecosystem accounts: the definition of ecosystem services in the context of accounting, their allocation to institutional sectors; the treatment of degradation and rehabilitation, and valuing ecosystem services consistent with SNA principles. We analyze the different perspectives taken on these challenges and present a number of proposals to deal with the challenges in developing ecosystem accounts. These proposals comprise several novel aspects, including (i) presenting an accounting approach that recognizes that most ecosystems are strongly influenced by people and that ecosystem services depend on natural processes as well as human ecosystem management; and, (ii) recording ecosystem services as either contributions of a private land owner or as generated by a sector ’Ecosystems’ depending on the type of ecosystem service. We also present a consistent approach for recording degradation, and for applying monetary valuation approaches in the context of accounting.
Special Issue: Ecosystem services and rural land management (Editorial. October 2013)
Brouwer, F.M. ; Tagliafierro, C. ; Hutchinson, G. - \ 2013
Environmental Science & Policy 32 (2013). - ISSN 1462-9011 - p. 1 - 4.
valuation - conservation - framework - goods
Potenties van de Hotspotmonitor om de graadmeter Landschap te verfijnen
Langers, F. ; Buijs, A.E. ; Vries, S. de; Hinsberg, A. van; Kampen, P. van; Marwijk, R.B.M. van; Sijtsma, F.J. ; Tol, S. van - \ 2013
Wageningen : Wettelijke Onderzoekstaken Natuur & Milieu (WOt-werkdocument 321) - 100
landschap - landschapsbeleving - perceptie - burgers - plaatselijke bevolking - monitoring - recreatie - platteland - taxatie - methodologie - nederland - landscape - landscape experience - perception - citizens - local population - recreation - rural areas - valuation - methodology - netherlands
Het Planbureau voor de Leefomgeving werkt aan verfijning van de graadmeter Landschap. Hiertoe is een Hotspotmonitortool ontwikkeld en uitgetest in een landelijke pilot. Aan 300 bewoners van zes studiegebieden is gevraagd op landelijk, regionaal en lokaal schaalniveau landschappelijk aantrekkelijke plekken (hotspots) aan te wijzen. Over deze plekken zijn aanvullende vragen gesteld. De dichtheid aan landelijke hotspots is hoog langs de Nederlandse kust, op de Veluwe en in Zuid-Limburg. Hotspots worden vooral gewaardeerd om de belevingskwaliteiten groen, rust en natuurlijkheid. Afstand blijkt van invloed op de keuze van landelijke hotspots. In relatie tot toekomstig gebruik is van belang dat de Hotspotmonitor zich uitsluitend richt op meest aantrekkelijke groene plekken. De Hotspotmonitor biedt juist vanwege de aandacht voor de bovenkant van de schaal mogelijkheid om de huidige graadmeter te verfijnen. Een probleem, ook richting MKBA’s, is dat in grote delen van Nederland geen hotspots zijn te vinden. Om tot een landsdekkend beeld te komen moet er dus een modelmatige bewerking overheen, het liefst in combinatie met andere meetmethoden.
Contribution of natural heritage to regional economic prosperity : preliminary assessment and an introduction to the WECAN tool
Coninx, I. ; Luttik, J. - \ 2013
Wageningen : Alterra, Wageningen-UR (Alterra-rapport 2422) - 64
ecosysteemdiensten - taxatie - regionale ontwikkeling - natuurbeheer - ecosystem services - valuation - regional development - nature management
The WECAN tool is a pragmatic valuation tool to be used by the Interreg partners in the WECAN project. It can be used to explore, value and communicate the benefits of natural heritage for regional economic prosperity. The WECAN tool combines stakeholder knowledge and expert knowledge. This study presents the WECAN tool, explores how it can be used in each of the three Interreg regions, and advices on how to communicate the economic value of natural heritage to regional stakeholders.
Mapping landscape services : a case study in a multifunctional rural landscape in The Netherlands
Gulickx, M.M.C. ; Verburg, P.H. ; Stoorvogel, J.J. ; Kok, K. ; Veldkamp, A. - \ 2013
Ecological Indicators 24 (2013). - ISSN 1470-160X - p. 273 - 283.
land-cover change - ecosystem services - valuation - scales
The wide variety of landscape services, e.g. food production, water quality, and recreation, necessitates the use of a wide range of data sources for their identification. Subsequently, an array of approaches is required to analyse and map differ different landscape services, which we have explored in this study. Approaches to identify and map four landscape services are illustrated for the municipalities Deurne and Asten in province Noord-Brabant, The Netherlands: wetland habitat, forest recreation, land-based animal husbandry, and recreation for hikers. The landscape services were identified through ground observations at 389 locations. Spatial indicators were used to identify and map the landscape services. Based on the ground observations, correlations between the landscape services and spatial characteristics (e.g. elevation, soil, road-type) were calculated within a neighbourhood with a radius of 0 m, 50 m, and 100 m. These correlations identified several site-specific indicators to map the landscape services. The accuracy of the landscape service maps created was assessed. The indicators proved to be adequately reliable for forest recreation and reasonably reliable for land-based animal husbandry and recreation for hikers. Only landscape service map forest recreation was shown to be highly accurate. The four landscape services rarely coincide, but within a 1 km radius it is apparent that some occur closer together. The approach that we have used is applicable for a wide range of different services and establishes a fundamental basis for determining their spatial variation. As such, it should provide vital information for policy makers and spatial planners
Appearance Matters: Neural Correlates of Food Choice and Packaging Aesthetics
Laan, L.N. van der; Ridder, D.T.D. de; Viergever, M.A. ; Smeets, P.A.M. - \ 2012
PLoS One 7 (2012)7. - ISSN 1932-6203
decision-making - orbitofrontal cortex - color-perception - consumers - valuation - signals - attention - brain - fmri - activations
Neuro-imaging holds great potential for predicting choice behavior from brain responses. In this study we used both traditional mass-univariate and state-of-the-art multivariate pattern analysis to establish which brain regions respond to preferred packages and to what extent neural activation patterns can predict realistic low-involvement consumer choices. More specifically, this was assessed in the context of package-induced binary food choices. Mass-univariate analyses showed that several regions, among which the bilateral striatum, were more strongly activated in response to preferred food packages. Food choices could be predicted with an accuracy of up to 61.2% by activation patterns in brain regions previously found to be involved in healthy food choices (superior frontal gyrus) and visual processing (middle occipital gyrus). In conclusion, this study shows that mass-univariate analysis can detect small package-induced differences in product preference and that MVPA can successfully predict realistic low-involvement consumer choices from functional MRI data.
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