Measuring and Testing Advertising-Induced Rotation in the Demand Curve

(0.009)

(0.010)

(0.008)

(0.004)

(0.002)

(0.003)

(0.002)

(0.002)

(0.050)

(0.001)

(0.030)

(0.039)

(0.036)

Juices

0.024**

-0.067**

0.033*

0.010

0.008**

-0.006

-0.001

-0.010

0.103

-0.003

0.354**

0.074

0.027

0.38

2.53

(0.010)

(0.031)

(0.017)

(0.014)

(0.003)

(0.014)

(0.007)

(0.008)

(0.173)

(0.002)

(0.111)

(0.148)

(0.132)

Soft drinks

0.000

0.033*

-0.059**

0.026**

-0.003

-0.001

-0.006

0.010**

-0.069

0.010**

0.198**

0.002

0.114*

0.53

1.84

(0.008)

(0.017)

(0.015)

(0.007)

(0.002)

(0.007)

(0.008)

(0.006)

(0.209)

(0.001)

(0.055)

(0.073)

(0.065)

Coffee & tea

0.004

0.010

0.026**

-0.040**

-0.002

-0.001

-0.010

0.002

0.012

-0.003**

0.332**

-0.119

-0.093

0.51

2.95

(0.004)

(0.014)

(0.007)

(0.012)

(0.002)

(0.007)

(0.008)

(0.009)

(0.048)

(0.002)

(0.080)

(0.103)

(0.091)

AIDS (Model J)

Milk

0.125**

-0.008

-0.080**

-0.037**

0.001

0.007

-0.006

-0.003

0.010**

2.032**

-0.128

0.160**

-0.409**

0.99

1.19

(0.027)

(0.029)

(0.020)

(0.011)

(0.004)

(0.004)

(0.004)

(0.002)

(0.005)

(0.320)

(0.079)

(0.062)

(0.065)

Juices

-0.008

0.064**

-0.075*

0.019

0.007

0.010

-0.019

0.002

-0.007

0.035

0.035

-0.092

0.026

0.83

1.90

(0.029)

(0.029)

(0.039)

(0.022)

(0.004)

(0.010)

(0.011)

(0.006)

(0.004)

(0.337)

(0.087)

(0.064)

(0.067)

Soft drinks

-0.080**

-0.075*

0.177**

-0.022

-0.006

-0.019

0.031**

-0.007

-0.013**

-1.749**

-0.037

-0.027

0.654**

0.98

1.31

(0.020)

(0.039)

(0.046)

(0.014)

(0.004)

(0.011)

(0.014)

(0.007)

(0.006)

(0.376)

(0.112)

(0.066)

(0.082)

Coffee & tea

-0.037**

0.019

-0.022

0.040

-0.003

0.002

-0.007

0.007

0.010**

0.682**

0.130**

-0.041

-0.271**

0.97

1.31

(0.011)

(0.022)

(0.014)

(0.026)

(0.002)

(0.006)

(0.007)

(0.005)

(0.004)

(0.212)

(0.061)

(0.039)

(0.046)