摘要 : In response to the increase in the market share of Clementines, the Florida fresh citrus industry began to search for new cultivars that could be produced in the Florida environment that would recapture market share. The objective... 展开 In response to the increase in the market share of Clementines, the Florida fresh citrus industry began to search for new cultivars that could be produced in the Florida environment that would recapture market share. The objective of this study was to elicit consumers' willingness to pay (WTP) based on the experiential attributes of tangerines. Specifically, sensory analysis was used combined with experimental auctions where consumers were asked to bid for Clementines and two new tangerine varieties in exchange for Murcotts. WTP estimates were obtained after viewing, peeling, and tasting the four products in order to examine the differential effects of external and internal experiential attributes. A random-effects Tobit model was used to estimate the WTP after each stage (viewing, peeling, and tasting). Results were then used to simulate market shares of the four types of tangerines under various price scenarios. The results should help growers make appropriate selections in breeding and provide information for the citrus industry about best price strategies. 收起