By endogenizing unit value and coupon redemption, we estimate U.S. household cheese purchase, quality choice, and coupon redemption equations simultaneously. Zero purchases and missing values are taken into account in the model to correct for the selectivity bias. The correlations among the...

This article develops a dynamic econometric model of the national dairy industry to simulate the Impacts of generic advertising on the demand for milk and dairy products, farm and consumer prices, and producer welfare Two advertising scenarios are analyzed (1) a historic scenario, and (2) a...

This article examines the preferences revealed by three non-hypothetical experiments. We found that WTP estimates from the choice experiment are the highest, followed by that of contingent valuation methods, and then experimental auctions. Our results also suggest that the discrepancies among...

A two-step sample selection model is used to estimate household demand equations for fluid milk and cheese products incorporating national generic advertising. This approach allows us to disentangle the incidence of the advertising effect on the probability of purchase and changes in the level...

Consistent two-step censored estimation is applied to household demand equations for disaggregated milk and cheese products. The long-run advertising elasticity for total milk was positive, largely due to low fat milk; however the elasticity for cheese was not significant, and only shredded...

The dominant trend in U.S. non-alcoholic consumption over the past two decades has been a steady increase in soft-drink consumption, largely at the expense of milk and coffee and tea consumption. Our analysis suggests that the primary factors affecting this is that the price, advertising, and...

We study consumer preferences for socially-responsible certified coffee based on alternative ways to distribute the price premium of the product. We use Becker, DeGroot, and Marschak (BDM) auctions in an experimental setting to elicit consumer willingness to pay for two socially-responsible...

We investigate consumer response to various types of advertising for fruits and vegetables—a food category which health officials uniformly agree is significantly underconsumed in the United States. Using an adult, non-student subject pool of participants in the experiment, consumers’...