A fresh meat almost ideal demand system incorporating negative TV press and advertising impact

By Wim Verbeke, R. Ward. 2001

285 citations recorded by the source corpus.

This paper investigates fresh meat consumption in Belgium during 1995-1998 through the specification of a three-equation almost ideal demand system (AIDS) incorporating a media index of TV coverage and advertising expenditures as explanatory variables. Estimated parameters and elasticity coefficients are plausible and consistent with demand theory. Own-price elasticities are relatively low, indicating a low fresh meat demand sensitivity to price changes over this period which was dominated by mass media reports about the potential health risks associated with meat consumption. The scope of the paper extends beyond the estimation of elasticity coefficients and includes the specification of a media index and simulations that provide insights into the impact of negative press relative to advertising efforts. Specifically, the impact of television publicity is shown to have been particularly negative on beef/veal expenditures in favour of pork/mixture. This finding conoborates expectations since mass media issues mainly pertained to BSE (mad cow disease) and hormone residues during the investigated period. With relatively little effort being undertaken and with its cunent strategy, fresh meat advertising is found to have only a minor impact compared with negative press.© 2001 Elsevier Science B.V. All rights reserved.

Subfields: Economics and Econometrics, Marketing, Tourism, Leisure and Hospitality Management

View Paper: https://www.semanticscholar.org/paper/e4f833d7ddd0a6f3826404a8e3c39f87dfce3f20

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Citations in the corpus

European consumer preferences for beef with nutrition and health claims: A multi-country investigation using discrete choice experiments (2014, background): “, 2005) and also has a disproportionate stronger impact on consumer decisions (Verbeke and Ward, 2001).”
Evaluating animal welfare with choice experiments: an application to Swedish pig production (2005, background): “Verbeke (2000) and Verbeke and Ward (2001) also found conflicts in consumer perceptions and behavior between food safety and animal well-being.”
Health-related attitudes as a basis for segmenting European fish consumers (2010, background): “Earlier research on generic advertising has shown that knowledge about consumer involvement, attitudes and perceived problems is crucial in order to design the right communication strategy as well as message content (Verbeke and Ward, 2001; Scholderer and Grunert, 2001).”
Bovine spongiform encephalopathy in Japan: consumers’ food safety perceptions and willingness to pay for tested beef (2005, unknown): “Verbeke and Ward (2001) analysed meat demand in Belgium after the BSE discoveries with an almost ideal demand system (AIDS) that included an index of television coverage and advertising expenditures as explanatory variables.”