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This study presents a time-series analysis of the demand for peanut butter in the wake of the product recall involving Peter Pan and Great Value brands. A 2-lag directed acyclic graphs/Bernanke vector error correction model was estimated using weekly time-series data. The outbreak variable was negatively related to the demand for peanut butter, supporting the hypothesis that foodborne illness reduces consumer demand for a food product category. Hence, time-series models should be complementary to structural/econometric models in examining the impacts of food safety incidents as a check on the robustness of the results.


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