Heterogeneous consumer reactions to health news

TY - JOUR

T1 - Heterogeneous consumer reactions to health news

AU - Browning, Martin

AU - Hansen, Lars Gårn

AU - Smed, Sinne

PY - 2019/3

Y1 - 2019/3

N2 - We investigate heterogeneity in how consumers react to health-related media information. Our specific focus is on news relating to fish and the consumption of different types of fish. We specify a dynamic empirical model that allows for pervasive heterogeneity in all basic parameters of consumer behavior, as well as in how consumers react to information. We estimate the model using a unique household panel tracking consumption, prices, news stories, and media habits over 24 quarters. We find that only 16% of consumers react to news that is specific to fatty fish. These consumers have a large reaction to such news, with a modest initial over-reaction. Furthermore, these consumers are also more attentive to general media information about the healthiness of fish,

AB - We investigate heterogeneity in how consumers react to health-related media information. Our specific focus is on news relating to fish and the consumption of different types of fish. We specify a dynamic empirical model that allows for pervasive heterogeneity in all basic parameters of consumer behavior, as well as in how consumers react to information. We estimate the model using a unique household panel tracking consumption, prices, news stories, and media habits over 24 quarters. We find that only 16% of consumers react to news that is specific to fatty fish. These consumers have a large reaction to such news, with a modest initial over-reaction. Furthermore, these consumers are also more attentive to general media information about the healthiness of fish,

U2 - 10.1093/ajae/aay055

DO - 10.1093/ajae/aay055

M3 - Journal article

SN - 0002-9092

VL - 101

SP - 579

EP - 599

JO - American Journal of Agricultural Economics

JF - American Journal of Agricultural Economics

IS - 2

ER -