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Heterogeneity in the likelihood of market advisory service use by U.S. crop producers

Author

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  • Joost M.E. Pennings

    (Department of Agricultural and Consumer Economics, Marketing Group, University of Illinois at Urbana-Champaign, 326 Mumford Hall, MC-710, 1301 W. Gregory Drive, Urbana, IL 61801, and, Department of Social Sciences, Marketing & Consumer Behavior Group, Wageningen University, Hollandseweg 1, 6706 KN, Wageningen, The Netherlands)

  • Scott H. Irwin

    (Department of Agricultural and Consumer Economics, Marketing Group, University of Illinois at Urbana-Champaign, 326 Mumford Hall, MC-710, 1301 W. Gregory Drive, Urbana, IL 61801)

  • Darrel L. Good

    (Department of Agricultural and Consumer Economics, Marketing Group, University of Illinois at Urbana-Champaign, 326 Mumford Hall, MC-710, 1301 W. Gregory Drive, Urbana, IL 61801)

  • Olga Isengildina

    (Department of Agricultural and Consumer Economics, Marketing Group, University of Illinois at Urbana-Champaign, 326 Mumford Hall, MC-710, 1301 W. Gregory Drive, Urbana, IL 61801)

Abstract

Analysis of a unique data set of 1,400 U.S. crop producers using a mixture-modeling framework shows that the likelihood of Marketing Advisory Services (MAS) use is, among others, driven by the perceived performance of MAS in terms of return and risk reduction, the match between the MAS and the crop producer's marketing philosophy, and the interaction between them. The influence of these factors on crop producers' MAS usage is not homogeneous across crop producers. The heterogeneity is played out in different MAS choices and appears to be driven by crop producers' risk attitudes. [EconLit citations: D210, D400, L100, L200, M310, Q120, Q130.] © 2005 Wiley Periodicals, Inc. Agribusiness 21: 109-128, 2005.

Suggested Citation

  • Joost M.E. Pennings & Scott H. Irwin & Darrel L. Good & Olga Isengildina, 2005. "Heterogeneity in the likelihood of market advisory service use by U.S. crop producers," Agribusiness, John Wiley & Sons, Ltd., vol. 21(1), pages 109-128.
  • Handle: RePEc:wly:agribz:v:21:y:2005:i:1:p:109-128
    DOI: 10.1002/agr.20031
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    References listed on IDEAS

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    1. Joost M.E. Pennings & Philip Garcia, 2001. "Measuring Producers' Risk Preferences: A Global Risk-Attitude Construct," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 83(4), pages 993-1009.
    2. Joost M.E. Pennings & Scott H. Irwin & Darrel L. Good, 2002. "Surveying Farmers: A Case Study," Review of Agricultural Economics, Agricultural and Applied Economics Association, vol. 24(1), pages 266-277.
    3. Gerald F. Ortmann & George F. Patrick & Wesley N. Musser & D. Howard Doster, 1993. "Use of private consultants and other sources of information by large cornbelt farmers," Agribusiness, John Wiley & Sons, Ltd., vol. 9(4), pages 391-402.
    4. Schroeder, Ted C. & Parcell, Joseph L. & Kastens, Terry L. & Dhuyvetter, Kevin C., 1998. "Perceptions Of Marketing Strategies: Producers Versus Extension Economists," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 23(01), July.
    5. Wittink, Dick R & Krishnamurthi, Lakshman & Nutter, Julia B, 1982. " Comparing Derived Importance Weights Across Attributes," Journal of Consumer Research, Oxford University Press, vol. 8(4), pages 471-474, March.
    6. Froot, Kenneth A & Scharfstein, David S & Stein, Jeremy C, 1993. " Risk Management: Coordinating Corporate Investment and Financing Policies," Journal of Finance, American Finance Association, vol. 48(5), pages 1629-1658, December.
    7. Peter Arcidiacono & John Bailey Jones, 2003. "Finite Mixture Distributions, Sequential Likelihood and the EM Algorithm," Econometrica, Econometric Society, vol. 71(3), pages 933-946, May.
    8. Coble, Keith H. & Knight, Thomas O. & Patrick, George F. & Baquet, Alan E., 1999. "Crop Producer Risk Management Survey: A Preliminary Summary Of Selected Data; A Report From The Understanding Farmer Risk Management Decision Making And Educational Needs Research Project," Information Reports 15805, Mississippi State University, Department of Agricultural Economics.
    9. Michael J. Ginzberg, 1981. "Early Diagnosis of MIS Implementation Failure: Promising Results and Unanswered Questions," Management Science, INFORMS, vol. 27(4), pages 459-478, April.
    10. Michel Wedel & Wayne DeSarbo, 1995. "A mixture likelihood approach for generalized linear models," Journal of Classification, Springer;The Classification Society, vol. 12(1), pages 21-55, March.
    11. Joost M.E. Pennings & Ale Smidts, 2000. "Assessing the Construct Validity of Risk Attitude," Management Science, INFORMS, vol. 46(10), pages 1337-1348, October.
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    Cited by:

    1. Colino, Evelyn V. & Cabrini, Silvina M. & Aulerich, Nicole M. & Brandenberger, Tracy L. & Merrin, Robert P. & Shi, Wei & Irwin, Scott H. & Good, Darrel L. & Martines-Filho, Joao Gomes, 2006. "Advisory Service Marketing Profiles for Soybeans over 2002-2004," AgMAS Project Research Reports 37485, University of Illinois at Urbana-Champaign, Department of Agricultural and Consumer Economics.
    2. Pascucci, Stefano & de-Magistris, Tiziana, 2011. "The effects of changing regional Agricultural Knowledge and Innovation System on Italian farmers’ strategies," Agricultural Systems, Elsevier, vol. 104(9), pages 746-754.
    3. Colino, Evelyn V. & Cabrini, Silvina M. & Irwin, Scott H. & Good, Darrel L. & Joao, Martines-Filho, 2004. "Advisory Service Marketing Profiles for Soybeans in 2001," AgMAS Project Research Reports 37507, University of Illinois at Urbana-Champaign, Department of Agricultural and Consumer Economics.
    4. Batts, Ryan M. & Brandenberger, Tracy L. & Irwin, Scott H. & Good, Darrel L., 2009. "Advisory Service Marketing Profiles for Soft Red Winter Wheat over 1995-2004," AgMAS Project Research Reports 183427, University of Illinois at Urbana-Champaign, Department of Agricultural and Consumer Economics.
    5. Batts, Ryan M. & Brandenberger, Tracy L. & Irwin, Scott H. & Good, Darrel L., 2009. "Advisory Service Marketing Profiles for Hard Red Winter Wheat over 1995-2004," AgMAS Project Research Reports 183428, University of Illinois at Urbana-Champaign, Department of Agricultural and Consumer Economics.
    6. Kliethermes, Brandon & Parcell, Joseph L. & Franken, Jason R.V., 2009. "Commercial Grain Merchandisers: What Do They Need to Know?," 2009 Conference, April 20-21, 2009, St. Louis, Missouri 53049, NCCC-134 Conference on Applied Commodity Price Analysis, Forecasting, and Market Risk Management.
    7. Colino, Evelyn V. & Cabrini, Silvina M. & Aulerich, Nicole M. & Brandenberger, Tracy L. & Merrin, Robert P. & Shi, Wei & Irwin, Scott H. & Good, Darrel L. & Martines-Filho, Joao Gomes, 2006. "Advisory Service Marketing Profiles for Corn over 2002-2004," AgMAS Project Research Reports 37484, University of Illinois at Urbana-Champaign, Department of Agricultural and Consumer Economics.
    8. Isengildina, Olga & Pennings, Joost M.E. & Irwin, Scott H. & Good, Darrel L., 2004. "Crop Farmers’ Use of Market Advisory Services," AgMAS Project Research Reports 37489, University of Illinois at Urbana-Champaign, Department of Agricultural and Consumer Economics.

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