Newspaper advertisement characteristics and consumer preferences for apples: A mimic model approach

Paul M. Patterson; Timothy J. Richards

doi:10.1002/(SICI)1520-6297(200021)16:2<159::AID-AGR3>3.0.CO;2-O

Newspaper advertisement characteristics and consumer preferences for apples: A mimic model approach

Paul M. Patterson, Timothy J. Richards

Research output: Contribution to journal › Article › peer-review

11 Scopus citations

Abstract

A structural latent variable model is used to simultaneously determine the affect of newspaper advertisement characteristics on consumer preferences for apples and on demand for apple varieties. The advertisement characteristics considered included size, color, and logos. The estimated apple preference variable is an important explanatory variable in apple variety demand. Model specifications that exclude the variable tend to overstate own-price demand elasticities. Ad size has a positive impact on Golden Delicious, Granny Smith, and Gala sales, but a negative impact on Red Delicious sales. Color ads, though, were only found to significantly influence Red Delicious sales. The use of a logo had no impact on apple sales.

Original language	English (US)
Pages (from-to)	159-177
Number of pages	19
Journal	Agribusiness
Volume	16
Issue number	2
DOIs	https://doi.org/10.1002/(SICI)1520-6297(200021)16:2<159::AID-AGR3>3.0.CO;2-O
State	Published - Mar 2000
Externally published	Yes

ASJC Scopus subject areas

Food Science
Geography, Planning and Development
Animal Science and Zoology
Agronomy and Crop Science
Economics and Econometrics

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Newspaper advertisement characteristics and consumer preferences for apples: A mimic model approach

Abstract

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