. 2016 Jun 9;40:91–104. doi: 10.1016/j.chieco.2016.06.003

Table 6.

Multinomial logistic regression (base case: ΔWTP = 0 & ΔCons = 0).

Variables	Conditions
Variables	ΔWTP > 0 & ΔCons = 0	ΔWTP < 0 & ΔCons = 0	ΔWTP = 0 & ΔCons < 0	ΔWTP > 0 & ΔCons < 0	ΔWTP < 0 & ΔCons < 0
Fear in 2013
Fear₁: I would not eat any other new food	0.045	0.244	0.228	0.083	0.248
Fear₂: Eating AI infected chicken will immediately kill me	0.417	0.423	1.005^⁎⁎⁎	1.042^⁎⁎⁎	0.892^⁎⁎⁎
Fear₃: AI risk cannot easily be controlled	0.693^⁎	0.025	− 0.135	− 0.156	− 0.144
Fear₄: AI risk is increasing	− 0.349	− 0.263	0.451^⁎⁎	0.471^⁎⁎⁎	0.537^⁎⁎⁎
Fear₅: AI can kill many people	0.241	− 0.100	0.012	0.039	− 0.206
Fear₆: AI is contagious among humans	− 0.535	− 0.529^⁎	0.159	0.277	0.390^⁎⁎
Fear₇: I am personally at risk for AI	− 0.683	0.327	− 0.123	0.044	− 0.120

Trust in 2013
Trust₁: I trust ministry of agriculture	1.712^⁎⁎	0.622^⁎	0.583^⁎⁎	0.491^⁎⁎	0.394
Trust₂: I trust ministry of health	− 1.706^⁎⁎	− 0.259	− 0.404	− 0.213	− 0.066
Trust₃: I trust research institutes	0.882^⁎	− 0.029	0.421	0.074	0.010
Trust₄: I trust local government	− 0.453	− 0.754^⁎⁎	− 0.263	− 0.131	− 0.290
Trust₅: I trust TV news	0.251	0.719^⁎	− 0.103	0.292	0.523^⁎
Trust₆: I trust network news	0.175	− 0.190	0.230	0.097	− 0.054
Trust₇: I trust scholars	− 0.208	0.146	− 0.009	− 0.224	0.037
Trust₈: I trust friends and relatives	0.040	− 0.239	0.034	0.131	0.142
Trust₉: I trust chicken sales staff	− 0.176	0.160	0.058	− 0.112	− 0.070

High incidence city dummy
Nanjing	− 0.029	2.781^⁎⁎	2.767^⁎⁎⁎	1.320^⁎⁎	2.287^⁎⁎⁎
Changzhou	− 0.949	2.703^⁎⁎	1.894^⁎⁎	0.484	1.725^⁎⁎
Zhengjiang	− 17.469	2.666^⁎	0.754	0.800	1.303^⁎
Lianyungang	− 0.701	3.605^⁎⁎⁎	2.451^⁎⁎⁎	0.025	1.878^⁎⁎

Low incidence city dummy
Linyi	0.249	3.845^⁎⁎⁎	2.243^⁎⁎⁎	− 0.693	2.655^⁎⁎⁎
Zaozhuang	− 0.030	− 12.782	0.228	0.343	1.021

New stimulus dummy in 2013
Risk-perception reducing information	0.654	1.127^⁎	1.652^⁎⁎⁎	1.270^⁎⁎⁎	1.018^⁎⁎
Risk-perception elevating information	0.865	0.662	1.335^⁎⁎⁎	1.085^⁎⁎	0.045

Knowledge in 2013
Cognitive level about AI	− 0.149	− 0.286	− 0.381^⁎⁎	− 0.193	− 0.042

Lagged WTP
WTP in 2012	− 0.131^⁎⁎⁎	0.118^⁎⁎⁎	− 0.036^⁎	− 0.004	0.098^⁎⁎⁎

Lagged consumption
CONS in 2012	− 0.375	0.501	0.758^⁎⁎	0.473^⁎	0.458

Gender
Male	0.042	− 0.670	0.708^⁎	0.025	− 0.183

Age in 2013
Age	− 0.046	− 0.058^⁎⁎	− 0.001	− 0.024^⁎	− 0.021

Family type in 2013
Total household population	0.051	− 0.123	− 0.322^⁎⁎	− 0.051	0.131
The proportion of children	0.325	0.053	2.050	0.820	1.795
The proportion of elderly	− 0.104	− 0.137	0.111	0.403	0.267

Education dummy in 2013
High school	− 0.999	− 1.133	0.823	− 0.056	0.149
Undergraduate	− 0.769	− 0.516	− 0.210	0.102	0.066
Postgraduate	− 0.653	− 1.126	− 1.188	− 0.931	− 1.985^⁎⁎

Income dummy in 2013
1501 ~ 3000 RMB	16.455	0.235	0.575	0.192	0.506
3001 ~ 4500 RMB	16.205	− 0.133	0.904	0.621	1.044
4501 ~ 6000 RMB	15.587	− 1.468	0.627	− 0.014	− 0.061
6001 ~ 7500 RMB	16.344	− 16.075	2.172^⁎	1.459	2.194^⁎
> 7500 RMB	16.133	− 0.170	1.034	0.311	0.795
Constant	− 12.196	− 6.054^⁎	− 7.624	− 5.906^⁎⁎⁎	− 13.94^⁎⁎⁎
Observation	802
Adj. R²	0.343

Note: Asterisk (*), double asterisk (**) and triple asterisk (***) denote variables significant at the 10%, 5% and 1% significance levels respectively.