|
|
|
|
| |
|
| |
|
|
| Allender, William J.; Richards, Timothy J.; Fang, Di; Doyon, Maurice. |
| Spending on political advertising increases with every election cycle, not only for congressional or presidential candidates, but also for state-level ballot initiatives. There is little research in marketing, however, on the effectiveness of political advertising at this level. In this study, we conduct an experimental analysis of advertisements used during the 2008 campaign to mandate new animal welfare standards in California (Proposition 2). Using subjects' willingness to pay for cage-free eggs as a proxy for their likely voting behavior, we investigate whether advertising provides real information to likely voters, and thus sharpens their existing attitudes toward the issue, or whether advertising can indeed change preferences. We find that... |
| Tipo: Conference Paper or Presentation |
Palavras-chave: Animal Welfare; Proposition 2; Cage Free eggs; Willingness to Pay; BDM auction; Political Advertising; Agribusiness; Agricultural and Food Policy; Demand and Price Analysis; Marketing; Political Economy; Production Economics; Public Economics. |
| Ano: 2011 |
URL: http://purl.umn.edu/104224 |
| |
|
| |
|
| |
|
|
| Allender, William J.; Richards, Timothy J.. |
| Though brand loyalty has been studied extensively in the marketing literature, the relationship between brand loyalty and equilibrium pricing strategies is not well understood. Designing sales pricing strategies involves two key decisions: the percentage reduction in price from the existing price point, and the number or frequency of promotions within a category or for a specific product. These decisions, in turn, are critically dependent upon how many consumers can be convinced to switch to a brand by temporarily reducing its price, and how many are instead brand loyal. Theoretical models of how the size and strength of brand loyalty influence optimal promotion strategies have been developed, but there are no rigorous tests of their hypotheses. We test... |
| Tipo: Conference Paper or Presentation |
Palavras-chave: Consumer/Household Economics; Food Consumption/Nutrition/Food Safety; Marketing. |
| Ano: 2009 |
URL: http://purl.umn.edu/49536 |
| |
|
| |
|
|
|
