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Measuring Stigma: The Behavioral Implications of Disgust

机译：测量污名：厌恶的行为含义

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Stigmatization of products and technologies can lead to large monetary losses even when there are no associative risks. This paper reports on experiments that provide insight into the behavioral responses of disgust from an economic perspective. We use a dead sterilized cockroach to 'contaminate' drinking water and generate willingness-to-pay (WTP) and willingness-to-accept (WTA) measures of participants' reactions. These results are contrary to previous results from research not involving financial incentives, as most participants' WTP and WTA values are near zero for drinking cockroach contaminated water. Additionally, filtration of cockroach water leads participants to become significantly more likely to request compensation compared to spring water, but it does not result in requesting significantly more money to drink it. Finally, WTP and WTA differences can be explained by participants' decision on whether or not to request compensation and not by the amount of compensation.
机译：即使没有相关风险，对产品和技术的污名化也可能导致大量金钱损失。本文报道了一些实验，这些实验从经济学的角度洞悉了厌恶行为的反应。我们使用经过消毒的死蟑螂来“污染”饮用水，并生成参与者反应的支付意愿（WTP）和接受意愿（WTA）度量。这些结果与先前的研究结果相反，该研究结果不涉及经济诱因，因为大多数参与者的饮用蟑螂污染水的WTP和WTA值都接近于零。另外，与泉水相比，过滤蟑螂水使参与者变得更有可能要求补偿，但并不会导致要求更多的钱来喝。最后，WTP和WTA的差异可以由参与者决定是否要求赔偿的决定来解释，而不可以通过赔偿金额来解释。

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