The appearance of organic produce is often less than perfect because of limited methods of avoiding plant diseases. We combine hypothetical and real auction mechanisms to investigate how cosmetic damage affects Consumers' willingness to pay for apples. We find that 75% of the participants are willing to pay more for organic than for conventional apples given identical appearance. However, at the first sight of any imperfection in the appearance of the organic apples, this segment is significantly reduced. Furthermore, the cosmetic damage has a larger impact on the willingness to pay for organic apples than for conventional apples.

Information about cigarettes can help smokers come to an informed decisionabout what cigarettes to purchase. Countermarketing information can helpsmokers make informed decisions, but little is known about the value of thisinformation to smokers. In this article, we use data from experimentalauctions to estimate the value of countermarketing information that countersindustry claims about reduced-risk cigarettes. We find that this informationhas significant value to smokers who have been exposed to marketinginformation from tobacco companies touting reduced-risk cigarettes, but wefind no evidence it provides value to smokers not exposed to this marketinginformation.