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Resolving The Conflicts Between Previous Meat Generic Advertising Studies

Author

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  • Coulibaly, Nouhoun
  • Brorsen, B. Wade

Abstract

Past research disagrees about the effectiveness of generic meat advertising. The conflicting findings are shown to be due to the data transformation used by Ward and Lambert. The results support Brester and Schroeder's findings that the effect of generic meat advertising is small.

Suggested Citation

  • Coulibaly, Nouhoun & Brorsen, B. Wade, 1998. "Resolving The Conflicts Between Previous Meat Generic Advertising Studies," 1998 Annual meeting, August 2-5, Salt Lake City, UT 20897, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    • Handle: RePEc:ags:aaea98:20897
    DOI: 10.22004/ag.econ.20897
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    References listed on IDEAS

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    1. Capps, Oral, Jr. & Schmitz, John D., 1991. "Effect Of Generic Advertising On The Demand For Fluid Milk: The Case Of The Texas Market Order," Southern Journal of Agricultural Economics, Southern Agricultural Economics Association, vol. 23(2), pages 1-10, December.
    2. Green, Richard D. & Carman, Hoy F. & McManus, Kathleen, 1991. "Some Empirical Methods Of Estimating Advertising Effects In Demand Systems: An Application To Dried Fruits," Western Journal of Agricultural Economics, Western Agricultural Economics Association, vol. 16(1), pages 1-9, July.
    3. Thursby, Jerry G & Thursby, Marie C, 1984. "How Reliable Are Simple, Single Equation Specifications of Import Demand?," The Review of Economics and Statistics, MIT Press, vol. 66(1), pages 120-128, February.
    4. Ronald W. Ward & Bruce L. Dixon, 1989. "Effectiveness of Fluid Milk Advertising Since the Dairy and Tobacco Adjustment Act of 1983," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 71(3), pages 730-740.
    5. McGuirk, Anya M. & Driscoll, Paul J. & Alwang, Jeffrey Roger & Huang, Huilin, 1995. "System Misspecification Testing And Structural Change In The Demand For Meats," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 20(1), pages 1-21, July.
    6. Helen H. Jensen & John R. Schroeter, 1992. "Television Advertising and Beef Demand: An Econometric Analysis of “Split-Cable” Household Panel Scanner Data," Canadian Journal of Agricultural Economics/Revue canadienne d'agroeconomie, Canadian Agricultural Economics Society/Societe canadienne d'agroeconomie, vol. 40(2), pages 271-294, July.
    7. Anya M. McGuirk & Paul Driscoll & Jeffrey Alwang, 1993. "Misspecification Testing: A Comprehensive Approach," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 75(4), pages 1044-1055.
    8. Henry W. Kinnucan & Meenakshi Venkateswaran, 1994. "Generic Advertising; and the Structural Heterogeneity Hypothesis," Canadian Journal of Agricultural Economics/Revue canadienne d'agroeconomie, Canadian Agricultural Economics Society/Societe canadienne d'agroeconomie, vol. 42(3), pages 381-396, November.
    9. Selvanathan, E. Antony, 1989. "Advertising and consumer demand: a differential approach," Economics Letters, Elsevier, vol. 31(3), pages 215-219, December.
    10. John D. Jackson, 1997. "Effects of Health Information and Generic Advertising on U.S. Meat Demand," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 79(1), pages 13-23.
    11. Kuo S. Huang, 1996. "A Further Look at Flexibilities and Elasticities: Reply," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 78(4), pages 1130-1131.
    12. Brown, Mark G & Lee, Jonq-Ying, 1993. "Alternative Specifications of Advertising in the Rotterdam Model," European Review of Agricultural Economics, Oxford University Press and the European Agricultural and Applied Economics Publications Foundation, vol. 20(4), pages 419-436.
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    Cited by:

    1. Jeremy T. Benson & F. Jay Breidt & John R. Schroeter, 2002. "Television Advertising and Beef Demand: Bayesian Inference in a Random Effects Tobit Model," Canadian Journal of Agricultural Economics/Revue canadienne d'agroeconomie, Canadian Agricultural Economics Society/Societe canadienne d'agroeconomie, vol. 50(2), pages 201-219, July.
    2. Kent D. Messer & Todd M. Schmit & Harry M. Kaiser, 2005. "Optimal Institutional Mechanisms for Funding Generic Advertising: An Experimental Analysis," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 87(4), pages 1046-1060.
    3. Ferrier, Peyton & Lamb, Russell, 2007. "Government regulation and quality in the US beef market," Food Policy, Elsevier, vol. 32(1), pages 84-97, February.

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    Livestock Production/Industries; Marketing;

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