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SRC-f8d7752ec942b394 · Source record

Goodbye Aunt Jemima: Consumer Preferences for Pancake Mix Following Rebranding

Journal of Agricultural and Applied Economics / Cambridge University Press · 1 connected claims

Canonical route

https://doi.org/10.1017/aae.2024.25

Claims connected to this source

  1. MWITA-BAO-2026-002For Aunt Jemima/Pearl Milling pancake mix, removing the character image alone produced a bounded-null willingness-to-pay response, whereas changing the name reduced willingness to pay by more than 30% and simulated choice share by more than 20 percentage points; an explanatory message mitigated much of the loss.Evidence A

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