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Explaining the differences between two previous meat generic advertising studies

  • 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)

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.

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Article provided by John Wiley & Sons, Ltd. in its journal Agribusiness.

Volume (Year): 15 (1999)
Issue (Month): 4 ()
Pages: 501-515

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Handle: RePEc:wly:agribz:v:15:y:1999:i:4:p:501-515
Contact details of provider: Web page: http://onlinelibrary.wiley.com/journal/10.1002/(ISSN)1520-6297

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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(01), 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(01), July.
  3. 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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