Behavioral finance is a relatively new field of inquiry that may help better understand farmer marketing. The theory … theory can help explain why producers would pay a marketing consultant even when markets are efficient. Extension programs … need to consider the psychology of marketing. The theory suggests that decisions need to be framed in terms of their effect …

paper first measures the extent to which producers display an active or mechanical marketing style using individual farmer … sales. Next, tests of performance persistence are conducted to determine if there is any advantage to an active marketing … style. The results show that southern Oklahoma wheat producers tend to have a mechanical marketing style, while at other …

One method of implementing value-based marketing is a component pricing system. This research develops and evaluates …

marketing strategies. The heterogeneous selling response is the same within each segment. …

There has been considerable normative research about how farmers should make marketing decisions, but little positive …

the market. Thus, there does not seem to be a great need for producers to hire a market advisor to do their marketing for …