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Consumer Response to Commodity-Specific and Broad-Based Promotion Programs for Fruits and Vegetables

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  • Bradley J. Rickard
  • Jura Liaukonyte
  • Harry M. Kaiser
  • Timothy J. Richards

Abstract

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. Copyright 2011, Oxford University Press.

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Bibliographic Info

Article provided by Agricultural and Applied Economics Association in its journal American Journal of Agricultural Economics.

Volume (Year): 93 (2011)
Issue (Month): 5 ()
Pages: 1312-1327

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Handle: RePEc:oup:ajagec:v:93:y:2011:i:5:p:1312-1327

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Cited by:
  1. McAdams, Callie P. & Palma, Marco A. & Hall, Charles R. & Ishdorj, Ariun, 2013. "A Nonhypothetical Ranking and Auction Mechanism for Novel Products," Journal of Agricultural and Applied Economics, Southern Agricultural Economics Association, vol. 45(01), February.
  2. Kanbur, Ravi, 2010. "Conceptualising Social Security and Income Redistribution," Working Papers 126969, Cornell University, Department of Applied Economics and Management.
  3. Dennis Rodgers & Jo Beall & Ravi Kanbur, 2011. "Latin American Urban Development into the 21st Century Towards a Renewed Perspective on the City," Working Paper Series UNU-WIDER Working Paper W, World Institute for Development Economic Research (UNU-WIDER).
  4. Kanbur, Ravi, 2010. "The Role of the World Bank in Middle Income Countries," Working Papers 126971, Cornell University, Department of Applied Economics and Management.
  5. Liaukonyte, Jura & Rickard, Bradley J. & Kaiser, Harry M. & Okrent, Abigail M. & Richards, Timothy J., 2012. "Economic and health effects of fruit and vegetable advertising: Evidence from lab experiments," Food Policy, Elsevier, vol. 37(5), pages 543-553.

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