Experimental and survey data capturing the impact of sensory cues, award and origin labels on willingness-to-pay for Philippine tablea (cocoa liquor) [Version 2]

Published: 28 December 2022| Version 1 | DOI: 10.17632/7c5vfsgcnz.1
Josefina Ballesteros,


The data were obtained from 18 second-price experimental auctions conducted to examine the impact of sensory cues, award and origin labels on consumer choice and WTP for the three tablea variants produced from three different origins in the Philippines. The dataset comes in two formats (wide and panel) and comprises the personal information of 204 participants (e.g., socio-demographics, chocolate consumption, awareness and trust in labels) acquired through survey questionnaires administered before and at the end of the experiments. It also contains sensory evaluation data (sensory ratings) for four chocolate beverage samples made from their respective tablea variants (e.g., conventional tablea made in Bicol, Bohol tablea, improved Bicol tablea, and Davao tablea). It also contains participants' WTP bids (in Philippine peso) to exchange their endowment (conventional tablea) for the auctioned tablea variants (i.e., Bohol, Bicol, and Davao tablea). The "wide" dataset was used for binomial logistic regression; whereas, the "panel" dataset was used for the random effects Tobit regression. The supplementary files contain the R scripts and outputs of these regressions.


Steps to reproduce

The data were acquired through second-price experimental auction sessions in Camarines Sur, Bicol region, Philippines, which was designed to allow integrated hedonic and willingness-to-pay measurement, following Combris’ et al. design (2009). The participants had to place their WTP bids to exchange their endowment (conventional tablea; reference price of PhP 44.00) for each of the three auctioned tablea variants in four rounds: (i) blind condition, (ii/iii) award/origin label, and (iv) informed condition. Sensory rounds were integrated in 1st and 4th rounds, wherein participants placed their sensory ratings for the attributes and overall liking of the chocolate beverages made of the tablea variants, using a 9-point hedonic scale. Surveys to collect additional information were administered pre and post-auctions.


Central Bicol State University of Agriculture, Universiteit Gent


Social Sciences, Willingness-to-Pay, Consumer Sensory Research, Consumer Preference, Auction, Econometrics of Auction