Evaluating consumer survey responses with Identity Theory and impacts of alternative responses to foot-and-mouth disease in a large feedlot

Abstract

The first essay investigates consumer survey design. Survey design has evolved from asking respondents for replies they can easily provide a specific answer into considering the cognitive process of an individual. Due to this new survey design, respondents may not have specific answers researchers are looking for, which is often thought of as response bias. A recent study suggested this bias can be attributed to Identity Theory and the identities individuals express (who they are ideally versus who they are commonly each day). We examine this notion of identity expression influencing the responses to subsequent questions, which we term identity inertia, in the context of a sequence of questions. A conceptual model is developed to consider the importance of identities. We test this hypothesis with a sample of 2,354 respondents from the United States. Results indicate a moderate level of identity inertia being present in responses when more common activating questions are answered previously. We suggest researchers should ask questions that cue an individual's common identity first.

The second explores disease response in a large feedlot. The breakout of foot-and-mouth disease is a constant worry, and it is important to have a plan of how to respond in order to reduce supply disruptions, reduce the time for bans on exports, and maintain animal health and welfare. Previous studies have estimated the cost of management strategies in response to foreign animal disease can range from $150 million to $15 billion. This study examines response to foot-and-mouth disease using alternative management strategies in a large feedlot of more than 50,000 head. Data from a representative feedlot and epidemiological data are used in a discrete model with static prices. Recoverable profits are calculated from selling susceptible and recovered cattle and government indemnity payments from the depopulation of cattle less costs to manage disease and maintain cattle. The results indicate that strategies involving the movement of susceptible and recovered cattle to segmented slaughter has economic value over depopulating an entire feedlot.