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Effects Of Generic Advertising On Perceptions And Behavior: The Case Of Catfish


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  • Kinnucan, Henry W.
  • Venkateswaran, Meenakshi


An 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.

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Bibliographic Info

Article provided by Southern Agricultural Economics Association in its journal Southern Journal of Agricultural Economics.

Volume (Year): 22 (1990)
Issue (Month): 02 (December)

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Handle: RePEc:ags:sojoae:30007

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Keywords: Marketing;


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  1. John Freebairn & Bill Griffiths, 2006. "Introduction," The Economic Record, The Economic Society of Australia, vol. 82(s1), pages S1-S1, 09.
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Cited by:
  1. 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.
  2. 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.
  3. Salois, Matthew J. & Reilly, Amber, 0. "Consumer Response to Perceived Value and Generic Advertising," Agricultural and Resource Economics Review, Northeastern Agricultural and Resource Economics Association.
  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).
  5. 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.
  6. 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).
  7. 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.


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