Premium
Estimating Threshold Effects of U.S. Generic Fluid Milk Advertising
Author(s) -
Adachi Kenji,
Liu Donald J.
Publication year - 2010
Publication title -
american journal of agricultural economics
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.949
H-Index - 111
eISSN - 1467-8276
pISSN - 0002-9092
DOI - 10.1093/ajae/aap044
Subject(s) - economics , rendering (computer graphics) , econometrics , estimation , threshold model , advertising , promotion (chess) , microeconomics , business , computer science , computer graphics (images) , management , politics , political science , law
Adopting a spline threshold estimation procedure, this article investigates the threshold effects on demand of generic fluid milk advertising. A quarterly fluid milk demand equation with unknown thresholds is estimated. The results support the existence of a minimum threshold below which advertising has no impact on sales, and an upper threshold beyond which the law of diminishing returns dictates. Advertising is also found to have the effect of rendering fluid milk demand less elastic with respect to own price, and more elastic with respect to income. The simulations highlight the importance of accounting for threshold effects when evaluating promotion programs.