The demand impacts of chicken contamination publicity-a case study

Roger A Dahlgran, Dean G. Fairchild

Research output: Contribution to journalArticle

34 Citations (Scopus)

Abstract

Adverse publicity regarding food contamination can depress demand, causing lost producer revenue. This study addresses the magnitude of those losses through the analysis of the impact of TV and print news coverage of bacterial contamination of chicken in the United States. An inverse demand model for chicken is estimated using weekly data from 1982 through 1991. Our findings indicate adverse publicity about salmonella contamination of chicken depressed the demand for chicken, but that the effect was small, less than 1% during the period of maximum exposure. Further, consumers soon forget this news as they reverted to prior consumption patterns in a matter of weeks. [EconLit citation: D120]

Original languageEnglish (US)
Pages (from-to)459-474
Number of pages16
JournalAgribusiness
Volume18
Issue number4
DOIs
StatePublished - Jan 1 2002

Fingerprint

publicity
environmental pollution
Chickens
chickens
case studies
demand
news
Food Contamination
bacterial contamination
revenue
producer
food contamination
coverage
Salmonella
food
income
Chicken
Publicity
Contamination
contamination

ASJC Scopus subject areas

  • Food Science
  • Geography, Planning and Development
  • Animal Science and Zoology
  • Agronomy and Crop Science
  • Economics and Econometrics

Cite this

The demand impacts of chicken contamination publicity-a case study. / Dahlgran, Roger A; Fairchild, Dean G.

In: Agribusiness, Vol. 18, No. 4, 01.01.2002, p. 459-474.

Research output: Contribution to journalArticle

Dahlgran, Roger A ; Fairchild, Dean G. / The demand impacts of chicken contamination publicity-a case study. In: Agribusiness. 2002 ; Vol. 18, No. 4. pp. 459-474.
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