Consumer Response to Perceived Value and Generic Advertising

Matthew Salois and Amber Reilly

Agricultural and Resource Economics Review, 2014, vol. 43, issue 1, 17-30

Abstract: This study examines the relationship between generic advertising and perceived value for 100 percent orange juice using data from a survey on consumption, perceived value, advertising awareness, and other key measures. We investigate the relationships between consumption and perceived value and between generic advertising and perceived value and identify features of generic advertising of orange juice that have the greatest influence on consumers. Our analysis indicates that perceived value is strongly associated with increased consumption and is influenced by generic advertising. Generic advertising is most effective when consumers view the content of the ads as genuine and relevant.

Date: 2014
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