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Advertising and U.S. Nonalcoholic Beverage Demand

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  • Zheng, Yuqing
  • Kaiser, Harry M.

Abstract

As a first effort at modeling nonalcoholic beverage demand in a systemwide framework that includes bottled water, this article examines the impact of advertising on the demand for nonalcoholic beverages in the United States. We employed an AIDS (almost ideal demand system) model of five jointly estimated equations that included advertising expenditures as explanatory variables to evaluate annual U.S. consumption of nonalcoholic beverages for 1974 through 2005. Results suggest that advertising increases demand for fluid milk, soft drinks, and coffee and tea, but not for juice or bottled water. Advertising spillover effects occur in over 50 percent of the cases considered, and such effects can be substantial, particularly for advertising of soft drinks, and coffee and tea. We find that a large increase in the retail price of fluid milk, an increasing trend towards dining out, and positive spillover effects from soft drink advertising made significant contributions to bottled water’s success in recent years.

Suggested Citation

  • Zheng, Yuqing & Kaiser, Harry M., 2008. "Advertising and U.S. Nonalcoholic Beverage Demand," Agricultural and Resource Economics Review, Northeastern Agricultural and Resource Economics Association, vol. 37(2), October.
  • Handle: RePEc:ags:arerjl:45658
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    References listed on IDEAS

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    Cited by:

    1. Fletcher, Jason M. & Frisvold, David E. & Tefft, Nathan, 2010. "The effects of soft drink taxes on child and adolescent consumption and weight outcomes," Journal of Public Economics, Elsevier, vol. 94(11-12), pages 967-974, December.
    2. House, Lisa A. & Jiang, Yuan & Salois, Matthew, 2014. "Measures of Online Advertising Effectiveness: The Case of Orange Juice," 2014 AAEA/EAAE/CAES Joint Symposium: Social Networks, Social Media and the Economics of Food, May 29-30, 2014, Montreal, Canada 169776, Agricultural and Applied Economics Association;Canadian Agricultural Economics Society;European Association of Agricultural Economists.
    3. Gvillo, Rejeana & Dharmasena, Senarath & Capps, Oral, Jr., 2014. "Dynamics of Advertising and Demand for Milk in the United States Delineated by Milk Fat Type," 2014 Annual Meeting, February 1-4, 2014, Dallas, Texas 162265, Southern Agricultural Economics Association.
    4. Dharmasena, Senarath & Capps, Oral, Jr. & Bessler, David A., 2012. "Modeling Advertising Expenditures and Spillover Effects Applied to the U.S. Non-Alcoholic Beverage Industry: Vector Autoregression (VAR) and Polynomial Distributed Lag (PDL) Approaches," 2012 Annual Meeting, August 12-14, 2012, Seattle, Washington 124363, Agricultural and Applied Economics Association.
    5. Wang, Xiaojin, 2016. "Is Fair Trade Fair for Consumers? A Hedonic Analysis of U.S. Retail Fair Trade Coffee Prices," 2016 Annual Meeting, July 31-August 2, 2016, Boston, Massachusetts 236344, Agricultural and Applied Economics Association.
    6. Silva, Andres & Dharmasena, Senarath, 2013. "Modeling Seasonal Unit Roots as a Simple Empirical Method to Handle Autocorrelation in Demand Systems: Evidence from UK Expenditure Data," 2013 Annual Meeting, August 4-6, 2013, Washington, D.C. 149928, Agricultural and Applied Economics Association.
    7. repec:eee:indorg:v:55:y:2017:i:c:p:1-24 is not listed on IDEAS
    8. Salois, Matthew J. & Reilly, Amber, 2014. "Consumer Response to Perceived Value and Generic Advertising," Agricultural and Resource Economics Review, Northeastern Agricultural and Resource Economics Association, vol. 43(1), April.
    9. Liaukonyte, Jura & Streletskaya, Nadia A. & Kaiser, Harry M., 2015. "Noisy Information Signals and Endogenous Preferences for Labeled Attributes," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 40(2), May.
    10. Andres Silva & Senarath Dharmasena, 2016. "Considering seasonal unit root in a demand system: an empirical approach," Empirical Economics, Springer, vol. 51(4), pages 1443-1463, December.
    11. Colantuoni, Francesca & Rojas, Christian, 2012. "Have soda sales tax effects changed over time? Scanner data comparison analyses," 2012 Annual Meeting, August 12-14, 2012, Seattle, Washington 124806, Agricultural and Applied Economics Association.
    12. Heng, Yan & House, Lisa, 2016. "A Composite Demand Analysis for the Beverage Market," 2016 Annual Meeting, July 31-August 2, 2016, Boston, Massachusetts 235704, Agricultural and Applied Economics Association.
    13. Xuqi Chen & Zhifeng Gao & Lisa House & Jiaoju Ge & Chengfeng Zong & Fred Gmitter, 2016. "Opportunities for Western Food Products in China: The Case of Orange Juice Demand," Agribusiness, John Wiley & Sons, Ltd., vol. 32(3), pages 343-362, July.
    14. repec:oup:ajagec:v:99:y:2017:i:1:p:18-33. is not listed on IDEAS
    15. Gvillo, Rejeana & Capps, Oral, Jr. & Dharmasena, Senarath, 2014. "Dynamics of Advertising and Demand for Fluid Milk in the United States: An Incomplete Demand Approach," 2014 Annual Meeting, July 27-29, 2014, Minneapolis, Minnesota 170265, Agricultural and Applied Economics Association.
    16. Gabe, Todd, 2008. "Fiscal and Economic Impacts of Beverage Excise Taxes Imposed by Maine Public Law 629," MPRA Paper 66888, University Library of Munich, Germany.
    17. Alamo, Carmen I. & Malaga, Jaime E., 2012. "Coffee Differentiation: Demand Analysis at Retail Level in the US Market," 2012 Annual Meeting, February 4-7, 2012, Birmingham, Alabama 119885, Southern Agricultural Economics Association.
    18. Okrent, Abigail M. & MacEwan, Joanna P., 0. "The Effects of Prices, Advertising, Expenditures, and Demographics on Demand for Nonalcoholic Beverages," Agricultural and Resource Economics Review, Northeastern Agricultural and Resource Economics Association.
    19. Okrent, Abigail M. & MacEwan, Joanna P., 2014. "The Effects of Prices, Advertising, Expenditures, and Demographics on Demand for Nonalcoholic Beverages," Agricultural and Resource Economics Review, Northeastern Agricultural and Resource Economics Association, vol. 43(1), April.
    20. Revoredo-Giha, Cesar & Akaichi, Faiçal & Leat, Philip M.K., 2015. "Retailers' Promotions: What Role Do They Play in Household Food Purchases by Degree of Food Access in Scotland?," 2015 Allied Social Science Association (ASSA) Annual Meeting, January 3-5, 2015, Boston, Massachusetts 189695, Agricultural and Applied Economics Association.
    21. Heng, Yan, 2014. "Demand for Differentiated Products: A Case of Shell Eggs," 2014 Annual Meeting, February 1-4, 2014, Dallas, Texas 162488, Southern Agricultural Economics Association.
    22. Dharmasena, Senarath & Capps, Oral, Jr., 2014. "Unraveling Demand for Dairy-Alternative Beverages in the United States: The Case of Soymilk," Agricultural and Resource Economics Review, Northeastern Agricultural and Resource Economics Association, vol. 43(1), April.
    23. Sizhong Sun, 2014. "Foreign Entry and Firm Advertising Intensity: Evidence from China," Review of Industrial Organization, Springer;The Industrial Organization Society, vol. 45(1), pages 79-97, August.

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