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The Impacts of Generic Advertising on the Demand for Pork

This analysis indicates that generic advertising, ceteris paribus, generated rightward shifts in demand for pork in Korea. The effects of pork advertising on demand for the less-favored specialty pork are estimated using a limited dependent variable model. Consumers recognition and favor for the generic advertising are incorporated into the model as both demand shifters. The ordered logit estimation is employed to resolve the ordered nature of consumer s pork consumption. Generally, the results from this study suggest that generic advertising on the less-favored specialty pork could increase the chance of expanding consumption for it.