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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

Abstract

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 the ad campaign in its first year (i) increased consumers' awareness of 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.

Suggested Citation

  • Kinnucan, Henry W. & Venkateswaran, Meenakshi, 1990. "Effects of Generic Advertising on Perceptions and Behavior: The Case of Catfish," Journal of Agricultural and Applied Economics, Cambridge University Press, vol. 22(2), pages 137-151, December.
    • Handle: RePEc:cup:jagaec:v:22:y:1990:i:02:p:137-151_00
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    1. 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.
    2. 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.
    3. Salois, Matthew J. & Reilly, Amber, 2014. "Consumer Response to Perceived Value and Generic Advertising," Agricultural and Resource Economics Review, Cambridge University Press, vol. 43(1), pages 17-30, April.
    4. Xu, Xun & Loke, Matthew K. & Leung, PingSun, 2015. "Is There a Price Premium for Local Food? The Case of the Fresh Lettuce Market in Hawaii," Agricultural and Resource Economics Review, Northeastern Agricultural and Resource Economics Association, vol. 44(01), pages 1-14, April.
    5. Jae-Hwan Han & R. Wes Harrison, 2007. "Factors Influencing Urban Consumers' Acceptance of Genetically Modified Foods," Review of Agricultural Economics, Agricultural and Applied Economics Association, vol. 29(4), pages 700-719.
    6. 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.
    7. Herrmann, Robert O. & Rauniyar, Ganesh P. & Hanson, Gregory D. & Wang, Guoquing, 1994. "Identifying Frequent Seafood Purchasers In The Northeastern U.S," Agricultural and Resource Economics Review, Northeastern Agricultural and Resource Economics Association, vol. 23(2), pages 1-10, October.
    8. 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).
    9. 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.
    10. Taylor, Daphne S. & Weersink, Jeff & Funk, Tom & Goddard, Ellen W., "undated". "The Effect of Nutritional Information on Attitude and Consumption: The Case of Yogurt," Department of Agricultural Economics and Business 258812, University of Guelph.
    11. 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).

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