Quantity and quality effects of advertising: a demand system approach

Auteur(s) :
Dong DS., Kaiser HM., Myrland O.
Date :
Mai, 2007
Source(s) :
AGRICULTURAL ECONOMICS. #36:3 p313-324
Adresse :
Addresses: Dong DS (reprint author), ERS, USDA, FED, 1800 M St NW, Washington, DC 20036 USA ERS, USDA, FED, Washington, DC 20036 USA Cornell Univ, Dept Appl Econ & Management, Ithaca, NY 14853 USA Univ Tromso, Dept Econ & Management, N-9001 Tromso, Norway E-mail Addresses: [email protected]

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Abstract: Quantity and quality effects of advertising are investigated in this article. A censored demand system is estimated for fish, beef, pork, and other meats using Norwegian household data. In the demand model, generic fish advertising and meat advertising is introduced as demand shifters, and at the same time unit values are treated as endogenous. The unit values capture the quality of the commodities. Empirical findings show that advertising can have both quantity and quality effects on household demand.

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