文章基本信息

标题：Estimating Asymmetric Advertising Response: An Application to U.S. Nonalcoholic Beverage Demand
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作者：Zheng, Yuqing ; Kaiser, Harry M.
期刊名称：Journal of Food Distribution Research
印刷版ISSN：0047-245X
出版年度：2008
卷号：39
期号：12
页码：837-849
出版社：Food Distribution Research Society
摘要：We propose a regime-switching model that allows demand to respond asymmetrically to upward and downward advertising changes. With the introduction of a smooth transition function, the model features smooth rather than abrupt parameter changes between regimes. We apply the model to nonalcoholic beverage data in the United States for 1974 through 2005 to investigate asymmetric advertising response. Results indicate that a decrease in milk advertising had a more profound impact on milk demand than an increase did. An increase in milk advertising had no impact on milk demand, but a decrease could have an own-advertising elasticity up to 0.049.
关键词：asymmetric advertising response;demand system;negative asymmetry;nonalcoholic beverage demand;positive asymmetry;regime switching;smooth transition function