Holly Wang, PhD, Professor in the Department of Agricultural, Food, and Resource Economics at Michigan State University, will present the EEEP Seminar Series, “Consumer Acceptance of Cell-Cultivated Salmon: A Real Clock-Proxy Auction” on December 3, 2025.
Abstract:
Since only two cell-cultivated chicken products and one cell-cultivated salmon have recently been approved for sale in the U.S., consumer preferences for such products remain largely unexplored beyond hypothetical studies. Wang investigates consumer willingness-to-pay (WTP) through a Clock-Proxy bundle auction experiment that incorporates both the actual products and a visit to the firm, Wildtype, as part of the bundle. Preliminary findings indicate a positive WTP of about $15 for a 2-oz portion of cell-cultivated salmon in contexts such as fine dining restaurants, deli counters, and grocery store refrigerated cases. Moreover, providing educational information about the production process emphasizing sustainability, exclusivity and quality substantially increases WTP.
Bio:
Holly Wang is a Professor at the Department of Agricultural, Food and Resource Economics, Michigan State University, and a Fellow of the Agricultural and Applied Economics Association. She previously held Assistant, Associate and Full Professor positions at Washington State University and Purdue University. She received her Ph.D. degree in Agricultural Economics from Michigan State University.
Wang’s research covers topics like agricultural policies, risks and finances, the interaction among agricultural production, food consumption and the environment, consumer preferences, food safety, E-Commerce, and international markets. She has authored over 140 journal articles and won AAEA Quality of Communication awards twice recently.
Wang is a co-Editor-in-Chief of Food Policy and a co-Editor of China Agricultural Economic Review. She also held leadership positions within professional organizations, including President of the Chinese Economists Society, Executive Board Director of the Agricultural and Applied Economics Association, and Chair of several international conferences.