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The Problem of Free Riding in Voluntary Generic Advertising: Parallelism and Possible Solutions from the Lab

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  • Kent D. Messer
  • Harry M. Kaiser
  • William D. Schulze

Abstract

Producers of many commodities pay for generic advertising, which is a public good for producers and, in cases like healthy foods, enhances social welfare. Though most programs were initially funded through the Voluntary Contribution Mechanism, many became mandatory to mitigate free riding. This experimental research simulates key economic and psychological details of these programs and produces donation results strikingly similar to a historic example. Because mandatory programs may be declared unconstitutional, the Provision Point Mechanism is tested as an alternative. This research also shows that refund-by-request donation mechanisms establish a status quo of contributing and reduce free riding. Copyright 2008, Oxford University Press.

Suggested Citation

  • Kent D. Messer & Harry M. Kaiser & William D. Schulze, 2008. "The Problem of Free Riding in Voluntary Generic Advertising: Parallelism and Possible Solutions from the Lab," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 90(2), pages 540-552.
    • Handle: RePEc:oup:ajagec:v:90:y:2008:i:2:p:540-552
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    File URL: http://hdl.handle.net/10.1111/j.1467-8276.2007.01114.x
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    Citations

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    Cited by:

    1. Swallow, Stephen K., 2013. "Demand-side Value for Ecosystem Services and Implications for Innovative Markets: Experimental Perspectives on the Possibility of Private Markets for Public Goods," Agricultural and Resource Economics Review, Cambridge University Press, vol. 42(1), pages 33-56, April.
    2. Benjamin DeMuth & Trey Malone & Brandon R. McFadden & Christopher A. Wolf, 2023. "Choice effects associated with banning the word “meat” on alternative protein labels," Applied Economic Perspectives and Policy, John Wiley & Sons, vol. 45(1), pages 128-144, March.
    3. Jia Liu & Yohanes E. Riyanto, 2017. "The limit to behavioral inertia and the power of default in voluntary contribution games," Social Choice and Welfare, Springer;The Society for Social Choice and Welfare, vol. 48(4), pages 815-835, April.
    4. Kent Messer & Jordan Suter & Jubo Yan, 2013. "Context Effects in a Negatively Framed Social Dilemma Experiment," Environmental & Resource Economics, Springer;European Association of Environmental and Resource Economists, vol. 55(3), pages 387-405, July.
    5. Roma Paolo & Perrone Giovanni, 2010. "Generic Advertising, Brand Advertising and Price Competition: An Analysis of Free-Riding Effects and Coordination Mechanisms," Review of Marketing Science, De Gruyter, vol. 8(1), pages 1-29, October.
    6. James Alm & William D. Schulze & Carrie von Bose & Jubo Yan, 2019. "Appeals to Social Norms and Taxpayer Compliance," Southern Economic Journal, John Wiley & Sons, vol. 86(2), pages 638-666, October.
    7. Li, Tongzhe & Fooks, Jacob & Messer, Kent D., 2017. "Residents’ Preferences in Adopting Water Runoff Management Practices: Examining the Effect of Behavioral Nudges in a Field Experiment," 2017 Annual Meeting, July 30-August 1, Chicago, Illinois 259127, Agricultural and Applied Economics Association.
    8. Yuanfang Lin & Sandeep Krishnamurthy, 2017. "Generic and Brand Advertising Strategies Under Inter-Industry Competition," Customer Needs and Solutions, Springer;Institute for Sustainable Innovation and Growth (iSIG), vol. 4(1), pages 18-27, September.
    9. Matthew Donazzan & Nisvan Erkal & Boon Han Koh, 2016. "Impact of Rebates and Refunds on Contributions to Threshold Public Goods: Evidence from a Field Experiment," Southern Economic Journal, John Wiley & Sons, vol. 83(1), pages 69-86, July.
    10. Stephanie Rosch & Sharon Raszap Skorbiansky & Collin Weigel & Kent D. Messer & Daniel Hellerstein, 2021. "Barriers to Using Economic Experiments in Evidence‐Based Agricultural Policymaking," Applied Economic Perspectives and Policy, John Wiley & Sons, vol. 43(2), pages 531-555, June.
    11. Zarghamee, Homa S. & Messer, Kent D. & Fooks, Jacob R. & Schulze, William D. & Wu, Shang & Yan, Jubo, 2017. "Nudging charitable giving: Three field experiments," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 66(C), pages 137-149.
    12. Janusch, Nicholas & Palm-Forster, Leah H. & Messer, Kent D. & Ferraro, Paul J., 2017. "Behavioral Insights for Agri-Environmental Program and Policy Design," 2018 Allied Social Sciences Association (ASSA) Annual Meeting, January 5-7, 2018, Philadelphia, Pennsylvania 266299, Agricultural and Applied Economics Association.
    13. Li, Tongzhe & Fooks, Jacob R. & Messer, Kent D. & Ferraro, Paul J., 2021. "A field experiment to estimate the effects of anchoring and framing on residents’ willingness to purchase water runoff management technologies," Resource and Energy Economics, Elsevier, vol. 63(C).

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