Description
A structural latent variable model of apple variety demand is used to analyze the effect of variety specific newspaper advertisement characteristics on variety attraction (preferences), and in turn on variety demand. The influence of advertisement size, the use of color and the Washington apple logo were analyzed. The estimated variety attraction variable is important in explaining demand. Model specifications which exclude this variable tend to understate demand elasticities. Advertisement size has a positive impact on Granny Smith, Fuji, and Gala sales. Red Delicious sales are positively influenced by color ads, but negatively affected by ads with the Washington apple logo.
Details
Title
- Print Advertisement Characteristics and Apple Variety Attraction: A MIMIC Model Approach
Contributors
- Patterson, Paul Malcolm (Author)
- Richards, Timothy James (Author)
- Morrison School of Agribusiness and Resource Management (Publisher)
Date Created
The date the item was original created (prior to any relationship with the ASU Digital Repositories.)
1998-04
Resource Type
Collections this item is in
Identifier
- Identifier ValueASU 21.3:F 12/98-03
Note
- Faculty working paper series (Morrison School of Agribusiness and Resource Management) ; MSABR 98-03
- Includes bibliographical references (p. 29-30).