Measuring and testing advertising-induced rotation in the demand curve

Yuqing Zheng, Henry Kinnucan, Harry Kaiser

Research output: Contribution to journalArticlepeer-review

11 Scopus citations


Advertising can rotate the demand curve if it changes the dispersion of consumers' valuations. We provide an elasticity form measure of the advertising-induced demand curve rotation in five demand models and test for its presence in the US nonalcoholic beverage market. The Almost Ideal Demand System (AIDS) model reveals that doubling advertising spending rotates the demand curves clockwise for milk, and coffee and tea with associated slope changes of 7 and 12%. Soft-drink advertising rotates its demand curve counterclockwise. Our policy suggestion is that milk and soft-drink firms time advertising to coincide with high-and low-price periods, respectively.

Original languageEnglish
Pages (from-to)1601-1614
Number of pages14
JournalApplied Economics
Issue number13
StatePublished - May 2010

Bibliographical note

Funding Information:
Funding for this research was provided by the New York State Milk Promotion Advisory Board, and the National Institute for Commodity Promotion Research Evaluation.

ASJC Scopus subject areas

  • Economics and Econometrics


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