consumer

Study finds people are willing to pay more for new biofuels

By Scott Weybright, College of Agricultural, Human & Natural Resource Sciences PULLMAN, Wash. – When it comes to second generation biofuels, Washington State University research shows that consumers are willing to pay a premium of approximately 11 percent over conventional fuel.

To bolster a New Year’s resolution, ask, don’t tell

By Sue McMurray, Carson College of Business PULLMAN, Wash. – “Will you exercise this year?” That simple question can be a game-changing technique for people who want to influence their own or others’ behavior, according to a recent study spanning 40 years of research.