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Consumer and market responses to mad-cow disease

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Author Info

  • Schlenker, Wolfram
  • Villas-Boas, Sofia B

    ()
    (University of California, Berkeley. Dept of agricultural and resource economics and policy)

Abstract

We examine how consumers and financial markets in the United States react to two health warnings about mad cow disease: the first discovery of an infected cow in December 2003 and an Oprah Winfrey show on the potentially harmful effects that aired seven years earlier. Using a unique product-level scanner data set of a national grocery chain, we find a pronounced and significant reduction in beef sales following the first discovered infection, which dissipates slowly over the next three months. Cattle futures show a comparable pattern of abnormal price drops to the scanner data. Contracts with longer maturity show smaller drops, suggesting that the market anticipated the impact to be transitory. Cattle futures show abnormal price drops after the Oprah Winfrey show that are more than 50% of the drop following the 2003 discovery of an infected cow.

(This abstract was borrowed from another version of this item.)

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Bibliographic Info

Paper provided by University of California at Berkeley, Department of Agricultural and Resource Economics and Policy in its series CUDARE Working Paper Series with number 1023.

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Length: 37pages
Date of creation: 2008
Date of revision:
Handle: RePEc:are:cudare:1023

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Related research

Keywords: animal health; consumer behavior; economic analysis; food safety;

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References

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  1. Matthew Gentzkow & Jesse M. Shapiro, 2010. "What Drives Media Slant? Evidence From U.S. Daily Newspapers," Econometrica, Econometric Society, vol. 78(1), pages 35-71, 01.
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  3. Stefano DellaVigna & Ethan Kaplan, 2006. "The Fox News Effect: Media Bias and Voting," NBER Working Papers 12169, National Bureau of Economic Research, Inc.
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  7. Crowley, Christian S.L. & Shimazaki, Yoshiaki, 2005. "Measuring the Impact of a BSE Announcement on U.S. Retail Beef Sales: A Time-Series Analysis," Journal of Agribusiness, Agricultural Economics Association of Georgia, vol. 23(1).
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  12. Chalk, Andrew J, 1987. "Market Forces and Commercial Aircraft Safety," Journal of Industrial Economics, Wiley Blackwell, vol. 36(1), pages 61-81, September.
  13. Broder, Ivy E, 1990. " The Cost of Accidental Death: A Capital Market Approach," Journal of Risk and Uncertainty, Springer, vol. 3(1), pages 51-63, March.
  14. Dimson, Elroy & Marsh, Paul, 1986. "Event study methodologies and the size effect : The case of UK press recommendations," Journal of Financial Economics, Elsevier, vol. 17(1), pages 113-142, September.
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Citations

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Cited by:
  1. Maria De Paola & Vincenzo Scoppa, 2013. "Consumers’ Reactions to Negative Information on Product Quality: Evidence from Scanner Data," Review of Industrial Organization, Springer, vol. 42(3), pages 235-280, May.
  2. Taylor, Mykel R. & Klaiber, H. Allen & Kuchler, Fred, 2013. "Structural Change in U.S. Consumer Response to Food Safety Recalls," 2013 Annual Meeting, August 4-6, 2013, Washington, D.C. 149819, Agricultural and Applied Economics Association.
  3. Hagerman, Amy D. & Jin, Yanhong H., 2009. "The Buzz In The Pits: Livestock Futures' Response To A Rumor Of Foreign Animal Disease," 2009 Annual Meeting, July 26-28, 2009, Milwaukee, Wisconsin 49493, Agricultural and Applied Economics Association.
  4. Shimshack, Jay P. & Ward, Michael B., 2010. "Mercury advisories and household health trade-offs," Journal of Health Economics, Elsevier, vol. 29(5), pages 674-685, September.
  5. Park, Moon-Soo & Jin, Yanhong H. & Bessler, David A., 2008. "The Impacts of Animal Disease Crises on the Korean Meat Market," 2008 Annual Meeting, July 27-29, 2008, Orlando, Florida 6365, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
  6. Youn, Hyungho & Lim, Byung In & Jin, Hyun Joung, 2012. "Differential effects of negative publicity on beef consumption according to household characteristics in South Korea," Health Policy, Elsevier, vol. 106(2), pages 138-148.
  7. Zhen, Chen, 2009. "Long-Run Effects From Consumer Reaction To The Spread Of Foodborne Pathogens: The Case Of E. Coli Contamination Of Beef At Jack In The Box Restaurants," 2009 Conference, August 16-22, 2009, Beijing, China 51341, International Association of Agricultural Economists.
  8. Mykel R. Taylor, 2009. "Does Food Safety Information Affect Consumers' Decision to Purchase Mean and Poultry? Evidence from U.S. Household Level Data," Working Papers 2009-11, School of Economic Sciences, Washington State University.
  9. Valentina G. Bruno & Bahattin Buyuksahin & Michel A. Robe, 2013. "The Financialization of Food?," Working Papers 13-39, Bank of Canada.
  10. Colin-Castillo, Sergio & Capps, Oral, Jr. & Hernandez, Manuel A., 2012. "Do Marketing Margins Change with Food Scares? Examining the Effects of Food Recalls and Disease Outbreaks in the U.S. Red Meat Industry," 2012 Annual Meeting, August 12-14, 2012, Seattle, Washington 124966, Agricultural and Applied Economics Association.
  11. Schnellenbach, Jan, 2012. "Nudges and norms: On the political economy of soft paternalism," European Journal of Political Economy, Elsevier, vol. 28(2), pages 266-277.
  12. Joshua Graff Zivin & Matthew Neidell & Wolfram Schlenker, 2011. "Water Quality Violations and Avoidance Behavior: Evidence from Bottled Water Consumption," NBER Working Papers 16695, National Bureau of Economic Research, Inc.
  13. repec:ags:jrapmc:122316 is not listed on IDEAS
  14. Craig L. Garthwaite, 2012. "You Get a Book! Demand Spillovers, Combative Advertising, and Celebrity Endorsements," NBER Working Papers 17915, National Bureau of Economic Research, Inc.
  15. Pozo, Veronica F. & Schroeder, Ted C., 2013. "Effects of Meat Recalls on Firms' Stock Prices," 2013 Annual Meeting, August 4-6, 2013, Washington, D.C. 151287, Agricultural and Applied Economics Association.
  16. Erdem, Seda & Rigby, Dan, 2011. "Using Best Worst Scaling To Investigate Perceptions Of Control & Concern Over Food And Non-Food Risks," 85th Annual Conference, April 18-20, 2011, Warwick University, Coventry, UK 108790, Agricultural Economics Society.

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