Staff at Department of Food and Resource Economics (IFRO) – University of Copenhagen

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Heterogeneous consumer reactions to health news

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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,
Original languageEnglish
JournalAmerican Journal of Agricultural Economics
Number of pages21
ISSN0002-9092
DOIs
StateE-pub ahead of print - 3 Aug 2018

ID: 200866645