The influence of advertising on the pattern of food consumption in the UK

Dr Martyn Duffy

This paper researches whether the food processing industry influences household diet through advertising, using an advertising-augmented Rotterdam model for eleven broad food groupings spanning 1969-1996.

The influence of advertising on the pattern of food consumption in the UK

Martyn Duffy

This paper addresses the question: can firms in the food processing industry influence household diet, for better or for worse, through their advertising campaigns? This issue is investigated through the estimation of an advertising-augmented Rotterdam model for 11 broad food groupings using time series data spanning the 1969-1996 period in the UK. The econometric estimates reveal no evidence of advertising affecting the demand for food as a whole at the expense of non-food demand. There is almost no evidence of advertising affecting the product composition...

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