The non-alcoholic beverage market in the U.S. is a multi-billion dollar industry growing steadily over the past decade. Also, non-alcoholic beverages are among the most heavily advertised food and beverage groups in the United States. Several studies pertaining to non-alcoholic beverages...

Replaced with revised version of paper on 06/11/07.

Replaced with revised version of paper 07/15/08.

Replaced with revised version of paper 07/22/11.

Fluid milk consumption has been on a decline in the United States for several years. The check off program funded by producers and processors of fluid milk provides generic advertising targeted at fluid milk consumption. Exploring how generic advertising affects fluid milk type consumption...