Measuring COVID-19 stigma and mitigating effect with hypothetical and non-hypothetical auction experiments

The COVID-19 pandemic resulted in the stigmatization of certain regions, products, and individuals, leading to psychological and financial consequences for those affected. Employing both hypothetical and non-hypothetical Becker–DeGroot–Marschak (BDM) incentive-compatible experiments, we examine participants' willingness to pay (WTP) for oranges, toilet paper, and dry noodles under different conditions to assess the level of COVID-19 stigma. The results indicate that participants' WTP is indeed reduced when they know that the product is likely to be produced by workers who have recovered from COVID-19. Nevertheless, individuals who have experienced discrimination or possess higher social status tend to increase consumers' WTP, alleviating the stigma associated with COVID-19. The availability of vaccines and the dissemination of information help alleviate the COVID-19 stigma. Governments and the scientific community should enhance health communication efforts to alleviate public concerns regarding COVID-19. Furthermore, the results show that consumers had ambivalent attitudes of both sympathy and rejection toward fresh foods associated with COVID-19. This study offers empirical evidence of the difference between purchasing behavior and stated willingness, with implications for mitigating stigmatization.