한우와 돼지고기의 기초광고가 육류 수요에 미치는 영향

Impact of Beef and Pork Generic Advertising on Korean Meat Demand

This study develops a nonlinear Rotterdam Model with incorporating generic advertising variable as a demand shifter. This model allows researchers to evaluate impacts of beef and pork generic advertising on monthly Korean beef, imported beef, pork, and poultry demand. Results indicate that Korean beef generic advertising has increased its own demand, but also it has made pork and imported beef demand decreased. Pork generic advertising has made a contribution to increase its own demand while Korean beef and imported beef have decreased on account of negative cross advertising effect. Particularly, Korean pork generic advertising became effective in decreasing demand for Korean beef and imported beef as consumers seriously concerned about food safety and BSE.