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Please use this identifier to cite or link to this item: http://purl.umn.edu/15132

Title: ADVERTISING AND RETAIL PROMOTION OF WASHINGTON APPLES: A STRUCTURAL LATENT VARIABLE APPROACH TO PROMOTION EVALUATION
Authors: Richards, Timothy J.
Gao, Xiaoming
Patterson, Paul M.
Keywords: commodity promotion
demand system
DYMIMIC
fresh fruit
Kalman filter
LA/AIDS
latent variables
Issue Date: 1999-04
Abstract: "Commodity promotion" consists of many activities, each designed to contribute to a consumer's product knowledge or influence tastes. However, both knowledge and tastes are unobservable, or latent, variables influencing demand. This paper specifies a dynamic structural model of fresh fruit demand that treats promotion and other socioeconomic variables as "causal" variables influencing these latent variables. Estimating this state-space model using a Kalman filter approach provides estimates of both the system parameters and a latent variable series. The results show that these latent effects contribute positively to apple and other fruit consumption, while reducing banana consumption.
URI: http://purl.umn.edu/15132
Institution/Association: Journal of Agricultural and Applied Economics>Volume 31, Number 01, April 1999
Total Pages: 14
Language: English
From Page: 15
To Page: 28
Collections:Volume 31, Number 01, April 1999

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