Effects Of Generic Advertising On Perceptions And Behavior: The Case Of Catfish
AbstractAn eight equation partially-recursive econometric model is specified to indicate the effects of catfish advertising on product awareness, beliefs, attitude and consumption. Results indicate that the ad campaign in its first year (i) increased consumer's awareness on farm-raised catfish 15 percent, (ii) improved consumers' perceptions of and attitude toward catfish 3 to 6 percent, and (iii) increased at-home and restaurant purchases of catfish 12 to 13 percent. The response to the ad campaign is broken down into an "attitude effect" and a "reminder effect" to determine the relative behavioral importance of the affective and cognitive components of the ad copy. Model simulations suggest primacy of the reminder effect, implying the factual content of the ads had less impact on behavior than the mere presence of the ads.
Download InfoIf you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
Bibliographic InfoArticle provided by Southern Agricultural Economics Association in its journal Southern Journal of Agricultural Economics.
Volume (Year): 22 (1990)
Issue (Month): 02 (December)
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- John Freebairn & Bill Griffiths, 2006. "Introduction," The Economic Record, The Economic Society of Australia, vol. 82(s1), pages S1-S1, 09.
- Kinnucan, Henry W. & Nelson, Robert G. & Hiariey, Johanis, 1993. "U.S. Preferences for Fish and Seafood: An Evoked Set Analysis," Marine Resource Economics, Marine Resources Foundation, vol. 8(3).
- Teratanavat, Ratapol P. & Hooker, Neal H. & Haugtvedt, Curtis P. & Rucker, Derek D., 2004. "Consumer Understanding And Use Of Health Information On Product Labels: Marketing Implications For Functional Food," 2004 Annual meeting, August 1-4, Denver, CO 20413, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
- Henry W. Kinnucan & Yuliang Miao, 1999. "Media-specific returns to generic advertising: The case of catfish," Agribusiness, John Wiley & Sons, Ltd., vol. 15(1), pages 81-99.
- Jaffry, Shabbar & Pickering, Helen & Ghulam, Yaseen & Whitmarsh, David & Wattage, Prem, 2004. "Consumer choices for quality and sustainability labelled seafood products in the UK," Food Policy, Elsevier, vol. 29(3), pages 215-228, June.
- X. M. Gao & Anderson Reynolds & Jonq-Ying Lee, 1993. "A structural latent variable approach to modelling consumer perception: A case study of orange juice," Agribusiness, John Wiley & Sons, Ltd., vol. 9(4), pages 317-324.
- Paul M. Patterson & Hans Olofsson & Timothy J. Richards & Sharon Sass, 1999. "An empirical analysis of state agricultural product promotions: A case study on Arizona Grown," Agribusiness, John Wiley & Sons, Ltd., vol. 15(2), pages 179-196.
- Kinnucan, Henry W. & Nelson, Robert G. & Xiao, Hui, 1995. "Cooperative Advertising Rent Dissipation," Marine Resource Economics, Marine Resources Foundation, vol. 10(4).
- Acharya, Ram N. & Patterson, Paul M. & Schmitz, Troy G. & Foerster, Susan B. & Hill, Esther & Jones, Anita & Bohm, Erica, 2002. "Restaurant Diner'S Attitudes And Responses To A Healthy Dining Campaign," 2002 Annual meeting, July 28-31, Long Beach, CA 19707, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
- Roheim, Cathy A. & Anderson, James L., 1992. "Innovations and Progress in Seafood Demand and Market Analysis," Marine Resource Economics, Marine Resources Foundation, vol. 7(4).
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (AgEcon Search).
If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.
If references are entirely missing, you can add them using this form.
If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.
If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.
Please note that corrections may take a couple of weeks to filter through the various RePEc services.