Is willingness to pay (WTP) for beef quality grades affected by consumer demographics and meat consumption preferences?

Is willingness to pay (WTP) for beef quality grades affected by consumer demographics and meat consumption preferences?
Conrad Lyford, John Thompson, Rod Polkinghorne, Mark Miller, Takanori Nishimura, Kate Neath, Paul Allen, Eric Belasco
2010, Volume 18, Paper 1
ISSN: 1883-5675