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Consumer response to media information: the case of grapefruit-medicine interaction

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  • Hyeyoung Kim
  • Lisa House
  • Matthew Salois

Abstract

This study measured the effect of media exposure on grapefruit/grapefruit juice consumption changes, in particular grapefruit-medicine interaction. Respondents’ attitudes about health news on television and the internet were measured to account for consumers exposed versus not exposed to such information. Results of a sample selection model show that consumer attitudes toward health news were significantly related to exposure to media information. Also, news exposure about grapefruit-medicine interaction has a tendency to result in reduced grapefruit consumption. Consumers who are directly affected by the medication interaction significantly react to the news, and the effect varies by age. Even though consumer’s age was positively related to the probability of increased grapefruit consumption, when consumers took the medication, consumer’s age was negatively related to the probability of increased grapefruit consumption. Copyright Kim et al. 2015

Suggested Citation

  • Hyeyoung Kim & Lisa House & Matthew Salois, 2015. "Consumer response to media information: the case of grapefruit-medicine interaction," Health Economics Review, Springer, vol. 5(1), pages 1-12, December.
    • Handle: RePEc:spr:hecrev:v:5:y:2015:i:1:p:1-12:10.1186/s13561-015-0069-z
    DOI: 10.1186/s13561-015-0069-z
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    References listed on IDEAS

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    3. Dentoni, Domenico & Tonsor, Glynn T. & Calantone, Roger J. & Peterson, H. Christopher, 2009. "“Animal Welfare” Practices along the Food Chain: How Does Negative and Positive Information Affect Consumers?," 113th Seminar, September 3-6, 2009, Chania, Crete, Greece 58008, European Association of Agricultural Economists.
    4. Lee, Jonq-Ying & Brown, Mark G., 2001. "A study of the impact of grapefruit-drug interaction on the demand for grapefruit juice," Research papers 52884, Florida Department of Citrus.
    5. Deborah J. Brown & Lee F. Schrader, 1990. "Cholesterol Information and Shell Egg Consumption," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 72(3), pages 548-555.
    6. Zheng, Yuqing & Kaiser, Harry M., 2008. "Estimating Asymmetric Advertising Response: An Application to U.S. Nonalcoholic Beverage Demand," Journal of Agricultural and Applied Economics, Southern Agricultural Economics Association, vol. 40(3), pages 1-13, December.
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    Cited by:

    1. Kim, Hyeyoung & House, Lisa A., 2016. "Societal Context and Its Impact on Demand for New Products: the case of grapefruit in South Korea," 2016 Annual Meeting, July 31-August 2, Boston, Massachusetts 235512, Agricultural and Applied Economics Association.

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    More about this item

    Keywords

    Food-medicine interaction; Sample selection; Grapefruit; Interaction terms; Non-linear model; Q13; I12; L82;
    All these keywords.

    JEL classification:

    • Q13 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Agricultural Markets and Marketing; Cooperatives; Agribusiness
    • I12 - Health, Education, and Welfare - - Health - - - Health Behavior
    • L82 - Industrial Organization - - Industry Studies: Services - - - Entertainment; Media

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