Measuring and Testing Advertising-Induced Rotation in the Demand Curve



Table 4. Own Price and Advertising Elasticities, and Interaction-Related Rotation Effects

Model/Commodity

Own-price
elasticity

Own-adv.
elasticity

Interaction-related
rotation effect

Wald stat.

No rotation: γi = 0
Reject at 5%?

Linear (Model F )

11.11

Yes

Milk

-0.026

--

--

Juices

-0.720

--

--

Soft drinks

-0.604

0.075

0.357

Coffee & tea

-0.444

0.097

-0.218

Semi-log (Model G)

19.08

Yes

Milk

0.106

--

--

Juices

-0.439

--

--

Soft drinks

-0.563

0.079

0.149

Coffee & tea

-0.343

--

--

Double-log (Model H )

2.29

No

Milk

0.108

--

--

Juices

-0.462

--

--

Soft drinks

-0.366

--

--

Coffee & tea

-0.337

--

--

Rotterdam (Model I)

0.98

No

Milk

-0.102

--

--

Juices

-0.427

--

--

Soft drinks

-0.428

--

--

Coffee & tea

-0.269

--

--

AIDS (Model J)

11.76

Yes

Milk

-0.447

0.019

-0.073

Juices

-0.843

--

--

Soft drinks

-0.772

0.069

0.049

Coffee & tea_______

-0.324

0.023

-0.116

24



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