ADVERTISING AND RETAIL PROMOTION OF WASHINGTON APPLES: A STRUCTURAL LATENT VARIABLE APPROACH TO PROMOTION EVALUATION

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dc.creatorRichards, Timothy J.
dc.creatorGao, Xiaoming
dc.creatorPatterson, Paul M.
dc.date2017-04-01T13:52:21Z
dc.date.accessioned2026-07-09T03:13:09Z
dc.description"Commodity promotion" consists of many activities, each designed to contribute to a consumer's product knowledge or influence tastes. However, both knowledge and tastes are unobservable, or latent, variables influencing demand. This paper specifies a dynamic structural model of fresh fruit demand that treats promotion and other socioeconomic variables as "causal" variables influencing these latent variables. Estimating this state-space model using a Kalman filter approach provides estimates of both the system parameters and a latent variable series. The results show that these latent effects contribute positively to apple and other fruit consumption, while reducing banana consumption.
dc.identifierdoi:10.22004/ag.econ.15132
dc.identifierhttps://ageconsearch.umn.edu/record/15132/files/31010015.pdf
dc.identifierhttp://ageconsearch.umn.edu/record/15132
dc.identifier.urihttp://hdl.handle.net/123456789/528667
dc.languageeng
dc.publisher
dc.sourcehttp://ageconsearch.umn.edu/record/15132
dc.titleADVERTISING AND RETAIL PROMOTION OF WASHINGTON APPLES: A STRUCTURAL LATENT VARIABLE APPROACH TO PROMOTION EVALUATION
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