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Consumer Response to Commodity-Specific and Broad-Based Promotion Programs for Fruits and Vegetables

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  • Bradley J. Rickard
  • Jura Liaukonyte
  • Harry M. Kaiser
  • Timothy J. Richards

Abstract

Generic promotion activities have traditionally been used for individual agricultural commodities, yet there is renewed interest in implementing a mandatory "broad-based" promotion program for all fruits and vegetables. Here we use data from an experiment that introduce subjects to various promotional efforts for fruits and vegetables to estimate the shift and rotational effects of advertising. Econometric results indicate that commodity-specific promotional efforts may not be effective at increasing demand for fruits and vegetables. After controlling for various demographic differences among treatments, our results show that consumers' valuation of fruits and vegetables was highest among subjects exposed to broad-based advertisements. Copyright 2011, Oxford University Press.

Suggested Citation

  • Bradley J. Rickard & Jura Liaukonyte & Harry M. Kaiser & Timothy J. Richards, 2011. "Consumer Response to Commodity-Specific and Broad-Based Promotion Programs for Fruits and Vegetables," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 93(5), pages 1312-1327.
    • Handle: RePEc:oup:ajagec:v:93:y:2011:i:5:p:1312-1327
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    File URL: http://hdl.handle.net/10.1093/ajae/aar042
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    Citations

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    Cited by:

    1. 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.
    2. Dennis Rodgers & Jo Beall & Ravi Kanbur, 2011. "Latin American Urban Development into the 21st Century: Towards a Renewed Perspective on the City," WIDER Working Paper Series wp-2011-005, World Institute for Development Economic Research (UNU-WIDER).
    3. 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), pages 1-24, May.
    4. Kanbur, Ravi, 2010. "Conceptualising Social Security and Income Redistribution," Working Papers 126969, Cornell University, Department of Applied Economics and Management.
    5. Sofia B. Villas‐Boas & Kristin Kiesel & Joshua P. Berning & Hayley H. Chouinard & Jill J. McCluskey, 2020. "Consumer and Strategic Firm Response to Nutrition Shelf Labels," American Journal of Agricultural Economics, John Wiley & Sons, vol. 102(2), pages 458-479, March.
    6. Ravi Kanbur, 2018. "The Role of the World Bank in Middle-Income Countries," India Studies in Business and Economics, in: Vinod B. Annigeri & R.S. Deshpande & Ravindra Dholakia (ed.), Issues in Indian Public Policies, pages 167-180, Springer.
    7. Shimokawa, S. & Niiyama, Y. & Kito, Y. & Kudo, H. & Yamaguchi, M., 2018. "No-tolerant Consumers, Information Treatments, and Demand for Stigmatized Foods: the Case of Fukushima Nuclear Power Plant Accident in Japan," 2018 Conference, July 28-August 2, 2018, Vancouver, British Columbia 277198, International Association of Agricultural Economists.
    8. Matsushima, Noriaki & Shinohara, Ryusuke, 2019. "Pre-negotiation commitment and internalization in public good provision through bilateral negotiations," Journal of Public Economics, Elsevier, vol. 175(C), pages 84-93.
    9. Murphy, David M. A., 2017. "Underground Knowledge: Soil Testing, Farmer Learning, and Input Demand in Kenya," 2017 Annual Meeting, July 30-August 1, Chicago, Illinois 258372, Agricultural and Applied Economics Association.
    10. McAdams, Callie & Palma, Marco A. & Hall, Charles & Ishdorj, Ariun, 2013. "A Nonhypothetical Ranking and Auction Mechanism for Novel Products," Journal of Agricultural and Applied Economics, Cambridge University Press, vol. 45(1), pages 35-52, February.
    11. Ho, Shuay-Tsyr & Rickard, Bradley J. & Liaukonyte, Jura, 2014. "Economic and Nutritional Implications from Changes in U.S. Agricultural Promotion Efforts," Journal of Agricultural and Applied Economics, Southern Agricultural Economics Association, vol. 46(4), pages 1-20, November.
    12. Gergaud, Olivier & Livat, Florine & Rickard, Bradley & Warzynski, Frederic, 2016. "The Costs and Benefits of Collective Reputation: Who gains and who loses from generic promotion programs?," Working Papers 231135, American Association of Wine Economists.
    13. Liaukonyte, Jura & Rickard, Bradley J. & Kaiser, Harry M. & Okrent, Abigail M. & Richards, Timothy J., 2012. "Economic and health effects of fruit and vegetable advertising: Evidence from lab experiments," Food Policy, Elsevier, vol. 37(5), pages 543-553.

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