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- Title
Consumer Response to Commodity-Specific and Broad-Based Promotion Programs for Fruits and Vegetables.
- Authors
Rickard, Bradley J.; Liaukonyte, Jura; Kaiser, Harry M.; Richards, Timothy J.
- Abstract
Generic promotion activities have traditionally been used for individual agricultural commodities, yet there is renewed interest in implementing a mandatory “broad-based” promotion program for all fruits and vegetables. Here we use data from an experiment that introduce subjects to various promotional efforts for fruits and vegetables to estimate the shift and rotational effects of advertising. Econometric results indicate that commodity-specific promotional efforts may not be effective at increasing demand for fruits and vegetables. After controlling for various demographic differences among treatments, our results show that consumers’ valuation of fruits and vegetables was highest among subjects exposed to broad-based advertisements.
- Subjects
SALES promotion; MARKETING of fruit; VEGETABLE marketing; ECONOMETRICS; EXPERIMENTAL economics; WILLINGNESS to pay
- Publication
American Journal of Agricultural Economics, 2011, Vol 93, Issue 5, p1312
- ISSN
0002-9092
- Publication type
Article
- DOI
10.1093/ajae/aar042