@article{Kinnucan:30007,
      recid = {30007},
      author = {Kinnucan, Henry W. and Venkateswaran, Meenakshi},
      title = {EFFECTS OF GENERIC ADVERTISING ON PERCEPTIONS AND  BEHAVIOR: THE CASE OF CATFISH},
      journal = {Southern Journal of Agricultural Economics},
      address = {1990-07},
      number = {1378-2016-110538},
      pages = {15},
      year = {1990},
      abstract = {An eight equation partially-recursive econometric model is  specified to indicate the effects of catfish advertising on  product awareness, beliefs, attitude and consumption.  Results indicate that the ad campaign in its first year (i)  increased consumer's awareness on farm-raised catfish 15  percent, (ii) improved consumers' perceptions of and  attitude toward catfish 3 to 6 percent, and (iii) increased  at-home and restaurant purchases of catfish 12 to 13  percent. The response to the ad campaign is broken down  into an "attitude effect" and a "reminder effect" to  determine the relative behavioral importance of the  affective and cognitive components of the ad copy. Model  simulations suggest primacy of the reminder effect,  implying the factual content of the ads had less impact on  behavior than the mere presence of the ads.},
      url = {http://ageconsearch.umn.edu/record/30007},
      doi = {https://doi.org/10.22004/ag.econ.30007},
}