If generic advertising is effective at increasing the demand for the advertised product, then there will not only be direct effects on the sponsors of the advertising, but also indirect effects on other market participants. This article addresses two such distributional issues using the U.S....

Recently, many commodity groups have shifted promotion expenditures from generic advertising to non-advertising activities such as in-store promotion programs. Accordingly, corresponding evaluation methods need to be developed to identify the benefits of these non-advertising programs. We...

Price promotion and generic advertising are two common strategies to increase consumer demand for food products. Which one is preferred over the other depends largely, on the relative importance of state dependence and heterogeneity in household purchase decision and behaviour on desired...

Given the uncertain legal status of generic advertising programs for agricultural commodities, alternative voluntary funding institutions are investigated that could provide a high level of benefits to producers. This experimental study simulates key economic and psychological factors that...

A time-varying parameter model of fluid milk and cheese demand reveals that changes in age composition, race composition, and food spending patterns away from home were most important to changes in generic advertising response over time. Advertising response elasticities indicate that generic...

This study develops an empirical framework to estimate quality-adjusted price elasticities from cross-sectional data. The new approach shows the importance of properly adjusting for quality variation in both prices and quantities in demand analysis. When quality adjustment is concerned only with...