Dynamic Model of Fresh Fruit Promotion: A Household Production Approach
构建了一个美国家庭新鲜水果消费的动态家庭生产模型，用于评估华盛顿苹果委员会的广告和零售促销效果。结果显示广告对苹果销售略有效果，且对其他水果有正向溢出效应，而促销则减少竞争产品销量。
Abstract Many studies consider the dynamic effects of commodity promotion on demand, but few derive the theoretical basis for these effects in a model of optimal consumer behavior. This study develops a dynamic household production model of U.S. fresh fruit consumption, which it uses to evaluate the effectiveness of advertising and promotion expenditures by the Washington Apple Commission. Estimates from a dynamic‐dual Generalized Leontief system show direct advertising to be marginally more effective than retail promotion in increasing apple sales, but advertising has positive spillover effects to sales of other fruits, whereas promotion reduces sales of competing products.