Article

Effects of Generic Advertising on Food Demand

Harry M. Kaiser

in The Oxford Handbook of the Economics of Food Consumption and Policy

Published in print September 2011 | ISBN: 9780199569441
Published online November 2012 | | DOI: http://dx.doi.org/10.1093/oxfordhb/9780199569441.013.0029

Series: Oxford Handbooks in Economics

 Effects of Generic Advertising on Food Demand

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The purpose of this article is to examine the effects that generic advertising have on the demand for food and on nutrition in the United States. It begins with an overview of generic advertising programs in the United States. This is followed by a conceptual discussion of the economic impacts of these programs on consumers and producers. The empirical methods economists use to examine the effects of generic advertising on food demand are reviewed. This is followed by a discussion of the results of selected studies with a particular focus on demand impacts. It examines the impact of generic advertising on obesity and poor nutrition. The chapter ends with a conclusion of findings of some nutritionists and economists that have been highly critical of generic advertising, and have linked the rise in these programs to the increasing trend in obesity in the United States.

Keywords: generic advertising; demand; food; nutrition; obesity; consumers

Article.  9155 words. 

Subjects: Economics ; Financial Institutions and Services ; Agricultural, Environmental, and Natural Resource Economics

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