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ABSTRACT
This paper hypothesises that the Mad Cow Disease (MCD) scare in Europe brought on by the ban on exports of British beef has had a negative impact on beef consumption in the United States. This is in light of the fact that MCD has no direct impact on food safety in the US. Using monthly data an Almost Ideal Demand System containing an intercept dummy capturing developments in the MCD media developments is estimated. While concerns over the results generated by the model are raised, the estimated structural change variable is indeed found to be significant for the beef share equation suggesting that media in the case of MCD has had a negative impact on consumer demand for beef.


TABLE OF CONTENTS
Abstract i
Table of Contents ii
Introduction: 1
Literature Review 2
Methodology 3
Data 6
Estimation Procedure 9
Results 11
Discussion and Critique of results 15
Conclusions 16
References 18






INTRODUCTION:
In March of 1996 the British beef industry was...

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Title: The Impact Of Media Hype On Consumer Demand: The Case Of Mad Cow Disease In The United States
Approximate word count: 4079
Approximate pages: 17 (250 words per double-spaced page)

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1. The Impact Of Media Hype On Consumer Demand: The Case Of Mad Cow ...
   

   The Impact of Media Hype on Consumer Demand: The Case of Mad Cow Disease
   in the United States. ABSTRACT This paper hypothesises that ...