Measuring and Testing Advertising-Induced Rotation in the Demand Curve

Price coefficients

Advertising coefficients

Interaction

^γih_________

Intercept
ai_____________

Expend.
bi____________

Age5
ei______________

Fafh

_h______

Adj. R²

D.W.

Equations______c_i1________

Ci2___________

Ci3___________

Ci4______________

^di1________

^di2__________

^di3_________

di4

Linear (Model F)

Milk           -0.479

1.378*

0.907

-2.044*

0.002

0.001

-0.002*

0.001

0.001

1.710

0.099**

2.437**

-0.288**

0.99

2.06

(1.200)

Juices         -4.143**

(0.673)

-0.417

(1.456)

-1.638

(1.168)

-2.746*

(0.010)

0.001

(0.001)
0.010

(0.001)

-0.001

(0.001)

0.000

(0.006)

-0.003

(8.481)

19.485*

(0.029)

0.079**

(0.406)

-0.715

(0.108)

-0.133

0.86

1.97

(1.267)

Soft drinks      -1.125

(1.530)

-0.600

(1.626)

-14.04**

(1.343)

-3.916

(0.002)

0.000

(0.009)
0.002

(0.001)

0.017**

(0.001)

-0.007*

(0.003)

-0.009*

(10.955)

64.428**

(0.033)

0.013

(0.457)

-7.144**

(0.122)

1.429**

0.99

1.81

(4.007)

Coffee & tea -3.718

(2.372)

0.438

(5.786)

-8.352**

(3.955)

-26.009**

(0.007)

-0.003

(0.005)

-0.003

(0.007)

0.002

(0.004)

-0.008

(0.005)

0.009*

(29.401)

44.371*

(0.099)

0.421**

(1.415)

0.129

(0.377)

-1.005**

0.93

2.33

(3.068)

Semi-log (Model G)

Milk           4.658

(1.840)

7.020**

(3.996)

6.748**

(3.987)

-0.584

(0.005)

0.610

(0.004)

0.975*

(0.003)

-2.528**

(0.005)

0.693

(0.005)

-0.426

(22.923)

-28.423

(0.076)

14.947**

(1.106)

15.994**

(0.292)

-14.629**

0.99

2.10

(4.329)

Juices          -4.481*

(1.611)

-6.799

(1.283)

1.093

(0.674)

0.046

(0.597)

0.262

(0.475)

-0.495

(0.821)

-0.227

(0.463)

-0.341

(0.915)

0.573

(20.908)

27.235

(4.115)

-0.069

(3.199)

-4.553

(4.049)

0.371

0.82

2.23

(2.540)

Soft drinks      -2.912

(27.463)

-1.405

(1.997)

22.708

(0.983)

-3.170

(0.253)

0.130

(4.893)

-0.628

(1.093)

6.196**

(0.608)

-2.177

(4.449)

-7.553**

(45.164)

-185.715**

(5.743)

23.807*

(4.669)

-32.981**

(5.714)

46.944**

0.99

1.99

(5.803)

Coffee & tea 10.848*

(4.865)

12.115**

(19.095)

17.766**

(2.070)

-9.759

(0.562)

-0.094

(1.484)

-0.864

(2.644)

0.231

(1.385)

0.077

(2.727)

-0.322

(65.622)

-176.385**

(13.055)

72.147**

(10.038)

9.516

(12.815)

-45.787**

0.93

2.10

(5.464)

Double-log (Model H )

Milk           -0.056

(4.560)

0.223**

(3.454)

0.258**

(9.406)

-0.008

(0.532)

-0.011

(1.394)

0.026

(2.297)

-0.110**

(1.476)

0.045**

(1.466)

0.037

(61.440)

0.908

(12.197)

0.593**

(9.372)

0.685**

(12.009)

-0.486**

0.99

2.10

(0.179)

Juices          -0.646*

(0.060)

-0.256

(0.049)

0.223

(0.025)

-0.001

(0.025)

0.032

(0.018)

0.066

(0.031)

-0.021

(0.017)

-0.047

(0.039)

-0.034

(0.773)

3.865

(0.152)

0.014

(0.118)

-0.689

(0.149)

0.054

0.84

2.27

(0.324)

Soft drinks      -0.133

(3.701)

-0.110

(0.260)

-0.637

(0.126)

-0.009

(0.032)

-0.006

(0.659)

-0.025

(0.140)

0.089

(0.078)

-0.012

(0.600)

0.040

(5.954)

-3.761**

(0.732)

0.668**

(0.599)

-0.331

(0.729)

1.370**

0.99

2.13

(0.133)

Coffee & tea 0.330*

(0.111)

0.387**

(0.595)

0.546**

(0.047)

-0.074

(0.013)

-0.009

(0.034)

-0.026

(0.064)

0.013

(0.032)

-0.016

(0.086)

-0.043

(1.495)

-2.847

(0.298)

2.128**

(0.229)
0.237

(0.292)

-1.267**

0.92

1.97

(0.166)

Rotterdam (Model I)
Milk          -0.029**

(0.138)

0.024**

(0.104)

0.000

(0.383)

0.004

(0.016)

-0.002

(0.042)

0.008**

(0.069)

-0.003

(0.049)

-0.002

(0.060)

-0.046

(1.855)

-0.004**

(0.368)

0.116**

(0.283)

0.043

(0.363)

-0.048

0.52

1.73