This study examines the roles of cholesterol information and advertising in explaining consumption trends for fats and oils, focusing on butter. Results suggest increased consumer awareness of the health effects of blood cholesterol has contributed to the secular decline in butter consumption in Canada. Although consumers' responses to negative information appear to outweigh their responses to positive information, the industry advertising campaign launched in 1978 by the Dairy Bureau of Canada has had a positive effect on butter demand.
Piggott, R.R. (author / University of New England, Armidale, Australia), Piggott, N.E. (author / University of California, Davis), and Wright, V.E. (author / University of New England, Armidale, Australia)
Format:
Journal article
Publication Date:
1995-08
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 105 Document Number: C09154
Piggott, N.E. (author / University of California, Davis), Chalfant, J.A. (author / University of California, Davis), and Alston, J.M. (author / University of California, Davis)
Format:
Journal article
Publication Date:
1996-05
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 105 Document Number: C09155
