Evaluating advertising strategies for fruits and vegetables and the implications for obesity in the United States

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’ response to different broad-based (not used currently in the United States) and commodity-specific (widely used in the United States) advertising campaigns for various fruits and vegetables is empirically measured. We show that broad-based advertising effects far exceed those of the commodity-specific advertising and discuss the implications of the effective fruit and vegetable advertising programs on caloric intake and obesity management policies.


Issue Date:
2010
Publication Type:
Working or Discussion Paper
Record Identifier:
http://ageconsearch.umn.edu/record/126972
PURL Identifier:
http://purl.umn.edu/126972
Total Pages:
44
Series Statement:
WP
2010-19




 Record created 2017-04-01, last modified 2018-01-22

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