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

Paul M. Patterson, Timothy Richards

Research output: Contribution to journalArticle

10 Citations (Scopus)

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 languageEnglish (US)
Pages (from-to)159-177
Number of pages19
JournalAgribusiness
Volume16
Issue number2
DOIs
StatePublished - Jan 1 2000
Externally publishedYes

Fingerprint

newspaper advertisement
news media
Newspapers
consumer preferences
Malus
sales
apples
demand elasticity
Color
demand
demand elasticities
color
Elasticity
Consumer Behavior
advertisement
Consumer preferences
Apple

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 journalArticle

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