Journal
AMERICAN JOURNAL OF AGRICULTURAL ECONOMICS
Volume 93, Issue 5, Pages 1312-1327Publisher
OXFORD UNIV PRESS INC
DOI: 10.1093/ajae/aar042
Keywords
advertising; experimental economics; fruits and vegetables; willingness to pay; M37; Q13
Categories
Funding
- Consumer and Market Demand Agricultural Policy Research Network [CMD-550]
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Generic promotion activities have traditionally been used for individual agricultural commodities, yet there is renewed interest in implementing a mandatory broad-based promotion program for all fruits and vegetables. Here we use data from an experiment that introduce subjects to various promotional efforts for fruits and vegetables to estimate the shift and rotational effects of advertising. Econometric results indicate that commodity-specific promotional efforts may not be effective at increasing demand for fruits and vegetables. After controlling for various demographic differences among treatments, our results show that consumers' valuation of fruits and vegetables was highest among subjects exposed to broad-based advertisements.
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