Consumer response to media information: the case of grapefruit-medicine interaction.
This study measured the effect of media exposure on grapefruit/grapefruit juice consumption changes, in particular grapefruit-medicine interaction. Respondents' attitudes about health news on television and the internet were measured to account for consumers exposed versus not exposed to such information. Results of a sample selection model show that consumer attitudes toward health news were significantly related to exposure to media information. Also, news exposure about grapefruit-medicine interaction has a tendency to result in reduced grapefruit consumption. Consumers who are directly affected by the medication interaction significantly react to the news, and the effect varies by age. Even though consumer's age was positively related to the probability of increased grapefruit consumption, when consumers took the medication, consumer's age was negatively related to the probability of increased grapefruit consumption.
Food and Resource Economics Department, University of Florida, Gainesville, USA. kim1978@ufl.edu.
Hyeyoung
H
Kim
Food and Resource Economics Department, University of Florida, Gainesville, USA. lahouse@ufl.edu.
Lisa A
LA
House
Food and Resource Economics Department, University of Florida, Gainesville, USA. msalois@ufl.edu.
Matthew
M
Salois
Food-medicine interaction; Grapefruit; Interaction terms; Non-linear model; Sample selection