Consumer Responses to Recent BSE Events
2005
Johnson, K. | Pritchett, J. | Thilmany, D. | Umberger, W. | Hahn, W. | Western Agricultural Economics Association. Meeting (2005 : San Francisco, Calif.)
Recent BSE (a.k.a. mad cow disease) discoveries in Canadian and U.S. beef cattle have garnered significant media attention, which may have changed consumers' meat purchasing behavior. Consumer response is hypothesized and tested within a meat demand system in which response is measured using dummy variables and media indices that count positive and negative meat industry articles. Parameters are estimated using retail scanner data, and cross-species price elasticities are calculated. Results suggest that the BSE events negatively impacted ground beef and chuck roasts, while positively impacting center cut porkchop demand. Dummy variables explained the variation in meat budget shares better than media indices.
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