Eliciting Willingness-to-Pay through Multiple Experimental Procedures: Evidence from Lab-in-the-Field in Rural Ghana A. Banerji, 1 Shyamal Chowdhury, 2 Hugo De Groote, 3 J. V. Meenakshi, 4 Joyce Haleegoah 5 and Manfred Ewool 6 1 Department of Economics, Delhi School of Economics, Delhi, India (e-mail: a.banerji@econdse.org). 2 School of Economics, University of Sydney, NSW, Australia (corresponding author: e-mail: shyamal.chowdhury@sydney.edu.au). 3 Socioeconomics Program, CIMMYT, Nairobi (e-mail: h.degroote@cgiar.org). 4 Department of Economics, Delhi School of Economics, Delhi, India (e-mail: meena@econdse.org). 5 CSIR- Crops Research Institute, Kumasi, Ghana (e-mail: haleegoahj@yahoo.co.uk). 6 CSIR-Crops Research Institute, Kumasi, Ghana (e-mail: manfredbewool@yahoo.com). This paper has the objectives of (a) comparing estimated willingness-to-pay (WTP) across three elicitation mechanisms (a Becker-DeGroot-Marschak [BDM] auction, a kth price auction, and a choice experiment [CE]) and (b) examining how these vary by participation fee. The product under consideration is kenkey made with nutritious maize, biofortified with vitamin A, which gives it a distinct orange color, in contrast to the white and yellow varieties that are traditionally consumed. We use an experiment consisting of 14 treatment arms, conducted in rural Ghana. Our estimation strategy explicitly accounts for the censored (typically at the market price) nature of the bids in the auctions, and the apparently lexicographic choices of several individuals in the CE. We find no evidence of economically meaningful (defined by the minimum currency unit of five pesewas) differences in WTP (although they may be statistically significant) across elicitation mechanisms, or by participation fee, a result that is in contrast to that found in much of the literature. A secondary finding is that the provision of nutrition information positively and significantly affects the marginal WTP for the new maize. Cet article a comme objectif de (a) comparer la volont´ e estim´ ee de payer parmi trois m´ ecanismes de sollicitation (ench` eres BDM, ench` eres K e prix et exp´ erimentation des choix) et (b) examiner leur variance par droits de participation. Le produit examin´ e est le kenkey fait de ma¨ ıs nutritif dont la couleur orange distincte est obtenue grˆ ace ` a sa teneur plus ´ elev´ ee en vitamine A, en contraste aux vari´ et´ es blanches et jaunes traditionnellement consomm´ ees. Une exp´ erimentation ` a quatorze groupes de traitements a ´ et´ e men´ ee en Ghana rural. La strat´ egie d’estimation tient explicitement compte de la nature confidentielle des offres aux ench` eres (typiquement ` a la valeur marchande) et des choix apparemment lexicographiques de nombreux individus dans l’exp´ erimentation des choix. Aucune preuve de diff´ erences ´ economiques significatives (d´ efinie par l’unit´ e de r´ ef´ erence de cinq pesewas) ` a la volont´ e de payer (qui pourraient tout de mˆ eme s’av´ erer statistiquement significatives) parmi les m´ ecanismes de sollicitation ni par droits de participation n’a ´ et´ e trouv´ ee, ce r´ esultat contrastant ` a ceux pr´ esent´ es dans la litt´ erature. Une deuxi` eme conclusion veut que fournir les informations nutritives affecte consid´ erablement le consentement marginal ` a payer pour le nouveau ma¨ ıs. Canadian Journal of Agricultural Economics 00 (2017) 1–24 DOI: 10.1111/cjag.12147 1