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Newspaper advertisement characteristics and consumer preferences for apples: A mimic model approach

Author

Listed:
  • Paul M. Patterson

    (Morrison School of Agribusiness & Resource Management, Arizona State University East, 7001 E. Williams Field Rd., Mesa, AZ 85212)

  • Timothy J. Richards

    (Morrison School of Agribusiness & Resource Management, Arizona State University East, 7001 E. Williams Field Rd., Mesa, AZ 85212)

Abstract

A structural latent variable model is used to simultaneously determine the affect of newspaper advertisement characteristics on consumer preferences for apples and on demand for apple varieties. The advertisement characteristics considered included size, color, and logos. The estimated apple preference variable is an important explanatory variable in apple variety demand. Model specifications that exclude the variable tend to overstate own-price demand elasticities. Ad size has a positive impact on Golden Delicious, Granny Smith, and Gala sales, but a negative impact on Red Delicious sales. Color ads, though, were only found to significantly influence Red Delicious sales. The use of a logo had no impact on apple sales. © 2000 John Wiley & Sons, Inc.

Suggested Citation

  • Paul M. Patterson & Timothy J. Richards, 2000. "Newspaper advertisement characteristics and consumer preferences for apples: A mimic model approach," Agribusiness, John Wiley & Sons, Ltd., vol. 16(2), pages 159-177.
    • Handle: RePEc:wly:agribz:v:16:y:2000:i:2:p:159-177
    DOI: 10.1002/(SICI)1520-6297(200021)16:2<159::AID-AGR3>3.0.CO;2-O
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    References listed on IDEAS

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    Cited by:

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    3. Boonchai Hongcharu, 2019. "Effects of Message Variation and Communication Tools Choices on Consumer Response," Global Business Review, International Management Institute, vol. 20(1), pages 42-56, February.

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