Measuring and Testing Advertising-Induced Rotation in the Demand Curve

Variable

Definition__________________________________________________________

Mean

Minimum

Maximum

s.d.

q1

Per capita fluid milk consumption, gallons/person

26.13

21.20

31.30

2.92

q2

Per capita juice consumption, gallons/person

7.66

5.60

9.10

1.02

q3

Per capita soft-drink consumption, gallons/person

49.63

24.50

75.50

16.04

^q4

Per capita coffee-and-tea consumption, gallons/person

34.21

28.20

40.90

3.42

p1

Retail price for fluid milk, $/gallons, CPI deflated

1.86

1.55

2.51

0.29

p2

Retail price for juices, $/gallons, CPI deflated

3.03

2.73

3.43

0.19

p3

Retail price for soft drinks, $/gallons, CPI deflated

1.37

0.97

1.88

0.26

p4

Retail price for coffee and tea, $/gallons, CPI deflated

0.71

0.53

1.37

0.18

A1

Advertising expenditures for fluid milk, million $, MCI deflated

98.19

17.45

243.31

55.92

A2

Advertising expenditures for juices, million $, MCI deflated

428.00

85.40

702.04

128.36

A3

Advertising expenditures for soft drinks, million $, MCI deflated

845.63

258.96

1216.92

198.06

A4

Advertising expenditures for coffee and tea, million $, MCI deflated

498.75

150.39

823.16

189.08

^w1

Budget share for fluid milk, conditional

0.30

0.23

0.47

0.07

w2

Budget share for juices, conditional

0.14

0.11

0.17

0.02

w3

Budget share for soft drinks, conditional

0.40

0.25

0.50

0.08

w4

Budget share for coffee and tea, conditional

0.15

0.11

0.23

0.03

Fafh (%)

U.S. food-away-from home expenditures / total food expenditures

42.23

33.41

48.47

4.90

Age5 (%)

Proportion of the U.S. population less than age five_________________

7.37

6.78

8.37

0.41