Sales impacts of direct marketing choices: treatment effects with multinomial selectivity
基于2008-2010年美国农民调查数据，研究发现选择直销给消费者或同时直销给消费者和零售商的农民，总销售额分别下降71.3%和36.8%，且女性农民受影响更大。
Producers who are planning to sell using direct marketing to consumers only or to both consumers and retailers experience declines in total sales. Based on survey data for US farmers from 2008 to 2010, the earnings decline is 71.3 per cent when marketing direct to consumers and 36.8 per cent for the diversified marketing decision. The direct marketing penalty is robust to inclusion of important demographic factors, farm experience and use of the internet, and characteristics of the farm operation such as crop choices and input use. Direct marketing is associated with higher sales declines for female farmers, highlighting a distributional impact on farmers that has not been discussed.