Price determinants of bred heifers: Do reputations matter?

Replacement brood cows are among the most significant investments for cow-calf operations, thus crucial to profitability. Many cow-calf producers find it cost effective to purchase replacements from a reliable replacement heifer seller, though by doing so they increase risk of reproductive inefficiency due to unknown characteristics of the heifers. When important information about a product is missing to buyers, a seller can build a reputation over time that acts as signal for quality. Previous work has explored reputation effects in feeder cattle markets, but to our knowledge we are the first to explore reputation effects in bred replacement cattle markets. Using data from an annual replacement heifer sale, we analyze the values of heifer characteristics and test for premiums from reputation development. After controlling for reproductive practices, breed, and other characteristics, we find reputation does not play the role that Shapiro theorized. In this sale, the lot order is strategically chosen and may indicate bred heifer quality to buyers, replacing the need for reputation as a signal. This study highlights the importance of quality signals and regional preferences in bred replacement cattle marketing and lays the empirical groundwork for future studies to test Shapiro's theory.