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Demographic Variability In U.S. Consumer Responsiveness To Carbonated Soft-Drink Marketing Practices

  • Rhodes, Charles
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    Using three years of Nielson Homescan and advertising data from 16 major metropolitan areas across the U.S. to construct a panel data set that follows weekly consumer purchasing behavior, this paper investigates the impact of marketing activities on a representative cross-section of U.S. consumers. Because many consumers do not participate in the market week-in and week-out, I apply Heckman’s econometric selection model to recover the impact of pricing, advertising, and promotion on a wide range of consumer segments. Reduced-form estimates of consumer responsiveness to these marketing activities reveal different effects across consumer segments, which have numerous implications for marketing policy.

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    Paper provided by European Association of Agricultural Economists & Agricultural and Applied Economics Association in its series 115th Joint EAAE/AAEA Seminar, September 15-17, 2010, Freising-Weihenstephan, Germany with number 116419.

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    Date of creation: 2010
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    Handle: RePEc:ags:eaa115:116419
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    1. Wolfgang Pesendorfer, 2006. "Behavioral Economics Comes of Age: A Review Essay on Advances in Behavioral Economics," Journal of Economic Literature, American Economic Association, vol. 44(3), pages 712-721, September.
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    12. Gordon Dahl & Stefano DellaVigna, 2007. "Does Movie Violence Increase Violent Crime?," Levine's Working Paper Archive 122247000000001778, David K. Levine.
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