Abstract
An autoregressive consumer response function was derived and showed that response to general heart health information for the domestic cracker market is small and positive when the consumer adjusts consumption among several products. These results suggest that, when general health information affects various foods, not all of which may be specifically addressed in that information, the response to a particular food product is difficult to predict a priori in magnitude and direction, particularly when the food is relatively inexpensive and comprises a small percent of expenditure.
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