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Consumer Response to Perceived Value and Generic Advertising

Year: 2014

Type: article

Abstract: This study examines the relationship between generic advertising and perceived value for 100 percent orange juice using data from a survey on consumption, perceived value, advertising awareness, and other key measures. We investigate the relationships between consumption and perceived value and between generic advertising and perceived value and identify features of generic advertising of orange juice that have the greatest influence on consumers. Our analysis indicates that perceived value is strongly associated with increased consumption and is influenced by generic advertising. Generic advertising is most effective when consumers view the content of the ads as genuine and relevant.

Source: Agricultural and Resource Economics Review

DOI: 10.1017/s1068280500006882

Authors: Matthew J. Salois, Amber Reilly

Institution: Florida Department of Citrus

Language: English

Topic: Consumer Market Behavior and Pricing

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: green

Funders: University of Connecticut, Agricultural and Applied Economics Association

OpenAlex ID: W196581263

FWCI: 6.398

Cites: 29

Cited by: 9

Related to: 10