First Author:   Stéphan Marette INRA UMR Economie Publique marette@agroparistech.fr         Second Author: Jayson L. Lusk Oklahoma State University jayson.lusk@okstate.edu         Third Author: Jutta Roosen Technische Universitaet Muenchen JRoosen@tum.de   Marketing and Consumer Research, Alte Akademie 16 Freising, 85350, Germany   +49 8161 3318(Phone) +49 8161 4501(Fax) www.mcr.wi.tum.de