Zheng, Yuqing; Kaiser, Harry M. - In: Journal of Agricultural and Applied Economics 40 (2008) 03
We propose a regime-switching model that allows demand to respond asymmetrically to upward and downward advertising … asymmetric advertising response. Results indicate that a decrease in milk advertising had a more profound impact on milk demand … than an increase did. An increase in milk advertising had no impact on milk demand, but a decrease could have an own …