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Explaining the differences between two previous meat generic advertising studies

Author

Listed:
  • Nouhoun Coulibaly

    (08 BP 2333 Abidjan 08, Cote d'Ivoire, W. Africa)

  • B. Wade Brorsen

    (Department of Agricultural Economics, Oklahoma State University, Stillwater, OK 74078-6026)

Abstract

United States producer organizations spend millions of dollars on generic advertising of both beef and pork and other promotion programs designed to stimulate consumers' demand for meat. Producers need to know if the money allocated to generic advertising and these promotion programs is effective in increasing the demand for meat. Past research disagreed about the effectiveness of meat generic advertising. Models of Ward and Lambert and Brester and Schroeder are reestimated and tested for misspecification. The Ward and Lambert Model is shown to be fragile. The statistically significant effect of advertising disappears with minor changes in the data and with a change in the sample period. [Econ-Lit citations: Q110, M370, C530] © 1999 John Wiley & Sons, Inc.

Suggested Citation

  • Nouhoun Coulibaly & B. Wade Brorsen, 1999. "Explaining the differences between two previous meat generic advertising studies," Agribusiness, John Wiley & Sons, Ltd., vol. 15(4), pages 501-515.
    • Handle: RePEc:wly:agribz:v:15:y:1999:i:4:p:501-515
    DOI: 10.1002/(SICI)1520-6297(199923)15:4<501::AID-AGR6>3.0.CO;2-M
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    References listed on IDEAS

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    1. Alston, Julian M. & Chalfant, James A., 1991. "Can We Take The Con Out Of Meat Demand Studies?," Western Journal of Agricultural Economics, Western Agricultural Economics Association, vol. 16(1), pages 1-13, July.
    2. McGuirk, Anya M. & Driscoll, Paul J. & Alwang, Jeffrey Roger & Huang, Huilin, 1995. "System Misspecification Testing And Structural Change In The Demand For Meats," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 20(1), pages 1-21, July.
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    5. 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.
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    Cited by:

    1. Sulgham, Anil K. & Zapata, Hector O., 2006. "A Dynamic Approach to Estimate Theoretically Consistent US Meat Demand System," 2006 Annual Meeting, February 5-8, 2006, Orlando, Florida 35441, Southern Agricultural Economics Association.
    2. Kent D. Messer & Todd M. Schmit & Harry M. Kaiser, 2005. "Optimal Institutional Mechanisms for Funding Generic Advertising: An Experimental Analysis," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 87(4), pages 1046-1060.
    3. Yadavalli, Anita & Jones, Keithly, 2014. "Does media influence consumer demand? The case of lean finely textured beef in the United States," Food Policy, Elsevier, vol. 49(P1), pages 219-227.
    4. Walters, Lurleen M. & Jones, Keithly G., 2016. "Caribbean Food Import Demand: An Application of the CBS Differential Demand System," Journal of Food Distribution Research, Food Distribution Research Society, vol. 47(2), pages 1-19, July.
    5. Norwood, F. Bailey, 2005. "Can Calibration Reconcile Stated and Observed Preferences?," Journal of Agricultural and Applied Economics, Southern Agricultural Economics Association, vol. 37(1), pages 1-10, April.
    6. John M. Crespi, 2003. "The Generic Advertising Controversy: How Did We Get Here and Where Are We Going?," Review of Agricultural Economics, Agricultural and Applied Economics Association, vol. 25(2), pages 294-315.
    7. Zheng, Yuqing & Kaiser, Harry M., 2008. "Advertising and U.S. Nonalcoholic Beverage Demand," Agricultural and Resource Economics Review, Northeastern Agricultural and Resource Economics Association, vol. 37(2), pages 1-13.
    8. repec:ags:joaaec:163206 is not listed on IDEAS
    9. Zhang, Mingxia & Sexton, Richard J., 2000. "Optimal Commodity Promotion In Imperfectly Competitive Markets," 2000 Annual meeting, July 30-August 2, Tampa, FL 21823, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    10. Jeffrey Hyde & Kenneth Foster, 2003. "Estimating Dynamic Relationships between Pork Advertising and Revenues," Review of Agricultural Economics, Agricultural and Applied Economics Association, vol. 25(2), pages 279-293.
    11. Kinnucan, Henry W. & Gong, Li, 2014. "Goodwill and Export Promotion Dynamics," Journal of Agricultural and Applied Economics, Cambridge University Press, vol. 46(1), pages 73-88, February.
    12. Thomas Marsh & Ted Schroeder & James Mintert, 2004. "Impacts of meat product recalls on consumer demand in the USA," Applied Economics, Taylor & Francis Journals, vol. 36(9), pages 897-909.
    13. Yeboah, Godfred & Maynard, Leigh J., 2004. "The Impact Of Bse, Fmd, And U.S. Export Promotion Expenditures On Japanese Meat Demand," 2004 Annual meeting, August 1-4, Denver, CO 19978, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    14. 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.
    15. Piggott, Nicholas E. & Marsh, Thomas L., 2001. "Impacts of Food Safety on U.S. Meat Demand," 2001 Conference (45th), January 23-25, 2001, Adelaide, Australia 125781, Australian Agricultural and Resource Economics Society.
    16. Kinnucan, Henry W., 2003. "Optimal generic advertising in an imperfectly competitive food industry with variable proportions," Agricultural Economics, Blackwell, vol. 29(2), pages 143-158, October.
    17. Jones, Eugene, 2001. "Agricultural Economics Research And Its Usefulness To Private Firms: Some Unsolicited Observations," Journal of Food Distribution Research, Food Distribution Research Society, vol. 32(1), pages 1-7, March.
    18. Thiele, Silke, 2008. "Elastizitäten der Nachfrage privater Haushalte nach Nahrungsmitteln – Schätzung eines AIDS auf Basis der Einkommens- und Verbrauchsstichprobe 2003," German Journal of Agricultural Economics, Humboldt-Universitaet zu Berlin, Department for Agricultural Economics, vol. 57(05), pages 1-11.

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