Advertising and Retail Promotion of Washington Apples: A Structural Latent Variable Approach to Promotion Evaluation
1999 ◽
Vol 31
(1)
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pp. 15-28
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Keyword(s):
Abstract“Commodity promotion” consists of many activities, each designed to contribute to a consumer's product knowledge or influence tastes. However, both knowledge and tastes are unobservable, or latent, variables influencing demand. This paper specifies a dynamic structural model of fresh fruit demand that treats promotion and other socioeconomic variables as “causal” variables influencing these latent variables. Estimating this state-space model using a Kalman filter approach provides estimates of both the system parameters and a latent variable series. The results show that these latent effects contribute positively to apple and other fruit consumption, while reducing banana consumption.
2019 ◽
Keyword(s):
2010 ◽
Vol 40
(1)
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pp. 93-120
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2014 ◽
Vol 25
(7)
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pp. 1277-1286
1993 ◽
Vol 34
(4)
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pp. 346
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2012 ◽
Vol 27
(2)
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pp. 168-180
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