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A fresh meat almost ideal demand system incorporating negative TV press and advertising impact

  • Verbeke, Wim
  • Ward, Ronald W.

This paper investigates fresh meat consumption in Belgium during 1995-1998 through the specification of a three-equation almost ideal demand system (AIDS) incorporating a media index of TV coverage and advertising expenditures as explanatory variables. Estimated parameters and elasticity coefficients are plausible and consistent with demand theory. Own-price elasticities are relatively low, indicating a low fresh meat demand sensitivity to price changes over this period which was dominated by mass media reports about the potential health risks associated with meat consumption. The scope of the paper extends beyond the estimation of elasticity coefficients and includes the specification of a media index and simulations that provide insights into the impact of negative press relative to advertising efforts. Specifically, the impact of television publicity is shown to have been particularly negative on beef/veal expenditures in favour of pork/mixture. This finding conoborates expectations since mass media issues mainly pertained to BSE (mad cow disease) and hormone residues during the investigated period. With relatively little effort being undertaken and with its cunent strategy, fresh meat advertising is found to have only a minor impact compared with negative press.© 2001 Elsevier Science B.V. All rights reserved.

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Article provided by Blackwell in its journal Agricultural Economics.

Volume (Year): 25 (2001)
Issue (Month): 2-3 (September)
Pages: 359-374

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Handle: RePEc:eee:agecon:v:25:y:2001:i:2-3:p:359-374
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  1. Breusch, T S & Pagan, A R, 1979. "A Simple Test for Heteroscedasticity and Random Coefficient Variation," Econometrica, Econometric Society, vol. 47(5), pages 1287-94, September.
  2. Blanciforti, Laura & Green, Richard, 1983. "The Almost Ideal Demand System: A Comparison and Application to Food Groups," Agricultural Economics Research, United States Department of Agriculture, Economic Research Service, issue 3.
  3. Mizerski, Richard W, 1982. " An Attribution Explanation of the Disproportionate Influence of Unfavorable Information," Journal of Consumer Research, University of Chicago Press, vol. 9(3), pages 301-10, December.
  4. Ludo Peeters & Yves Surry & Anja Cielen, 1997. "Testing alternative dynamic specifications: an application to meat demand in Belgium," Applied Economics Letters, Taylor & Francis Journals, vol. 4(12), pages 745-749.
  5. Briz, Julian & Ward, Ronald W. & de Felipe, Isabel, 1998. "Habit Formation And Demand System Estimates For Fluid Milk In Spain," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association (IAMA), vol. 1(04).
  6. Wim Verbeke & Ronald W. Ward & Jacques Viaene, 2000. "Probit analysis of fresh meat consumption in Belgium: Exploring BSE and television communication impact," Agribusiness, John Wiley & Sons, Ltd., vol. 16(2), pages 215-234.
  7. 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, 07.
  8. Latouche, K. & Rainelli, P. & Vermersch, D., 1998. "Food safety issues and the BSE scare: some lessons from the French case," Food Policy, Elsevier, vol. 23(5), pages 347-356, October.
  9. Rickertsen, Kyrre & Chalfant, James A & Steen, Marie, 1995. "The Effects of Advertising on the Demand for Vegetables," European Review of Agricultural Economics, Foundation for the European Review of Agricultural Economics, vol. 22(4), pages 481-94.
  10. Spencer Henson & James Northen, 2000. "Consumer Assessment of the Safety of Beef at the Point of Purchase: A Pan-European Study," Journal of Agricultural Economics, Wiley Blackwell, vol. 51(1), pages 90-105.
  11. Tansel, A., 1992. "Cigarette Demand, Health Scares and Education in Turkey," Papers 660, Yale - Economic Growth Center.
  12. Deaton, Angus S & Muellbauer, John, 1980. "An Almost Ideal Demand System," American Economic Review, American Economic Association, vol. 70(3), pages 312-26, June.
  13. Ronald W. Ward, 1999. "Evaluating the beef promotion checkoff: The robustness of the conclusions," Agribusiness, John Wiley & Sons, Ltd., vol. 15(4), pages 517-524.
  14. Nicholas E. Piggott & James A. Chalfant & Julian M. Alston & Garry R. Griffith, 1996. "Demand Response to Advertising in the Australian Meat Industry," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 78(2), pages 268-279.
  15. 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.
  16. Scott McDonald & Deborah Roberts, 1998. "The Economy-Wide Effects of the BSE Crisis: A CGE Analysis," Journal of Agricultural Economics, Wiley Blackwell, vol. 49(3), pages 458-471.
  17. Rickersten, Kyrre, 1998. "The Effects of Advertising in an Inverse Demand System: Norwegian Vegetables Revisited," European Review of Agricultural Economics, Foundation for the European Review of Agricultural Economics, vol. 25(1), pages 129-40.
  18. J. A. Molina, 1994. "Food Demand In Spain: An Application Of The Almost Ideal System," Journal of Agricultural Economics, Wiley Blackwell, vol. 45(2), pages 252-258.
  19. R. W. Ward & C. Lambert, 1993. "Generic Promotion Of Beef: Measuring The Impact Of The Us Beef Checkoff," Journal of Agricultural Economics, Wiley Blackwell, vol. 44(3), pages 456-465.
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