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 | |
| State | Published - Jan 1 2000 |
| Externally published | Yes |
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ASJC Scopus subject areas
- Food Science
- Geography, Planning and Development
- Animal Science and Zoology
- Agronomy and Crop Science
- Economics and Econometrics
Cite this
Newspaper advertisement characteristics and consumer preferences for apples : A mimic model approach. / Patterson, Paul M.; Richards, Timothy.
In: Agribusiness, Vol. 16, No. 2, 01.01.2000, p. 159-177.Research output: Contribution to journal › Article
}
TY - JOUR
T1 - Newspaper advertisement characteristics and consumer preferences for apples
T2 - A mimic model approach
AU - Patterson, Paul M.
AU - Richards, Timothy
PY - 2000/1/1
Y1 - 2000/1/1
N2 - 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.
AB - 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.
UR - http://www.scopus.com/inward/record.url?scp=75749100020&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=75749100020&partnerID=8YFLogxK
U2 - 10.1002/(SICI)1520-6297(200021)16:2<159::AID-AGR3>3.0.CO;2-O
DO - 10.1002/(SICI)1520-6297(200021)16:2<159::AID-AGR3>3.0.CO;2-O
M3 - Article
AN - SCOPUS:75749100020
VL - 16
SP - 159
EP - 177
JO - Agribusiness
JF - Agribusiness
SN - 0742-4477
IS - 2
ER -