The Role of Advertising on Attitudes and Consumption of Food and Beverage Products

  • Gary B. Wilcox
  • Jerome D. Williams
  • Sara Kamal
  • Kyung Ok Kacy Kim


Advertisements are a central feature of life in the late twentieth and early twenty-first centuries. Despite the difficulty of measuring what advertising does, critics sometimes suggest that it is self-evident that the combined effects of advertising expenditures in markets will lead to more sales of the product category in question, whether or not this is the intention. So the argument goes, alcohol advertising in the aggregate makes us drink more than we would otherwise as does food advertising make us eat more. These arguments are not just academic; from a public policy perspective advertising bans in individual product areas are present around the world.


Soft Drink Fast Food Sales Revenue Aggregate Consumption Advertising Expenditure 
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Copyright information

© Springer Science+Business Media New York 2013

Authors and Affiliations

  • Gary B. Wilcox
    • 1
  • Jerome D. Williams
    • 2
  • Sara Kamal
    • 3
  • Kyung Ok Kacy Kim
    • 1
  1. 1.Department of Advertising and Public RelationsThe University of Texas at AustinAustinUSA
  2. 2.Department of Management and Global BusinessRutgers Business School-Newark and New BrunswickNewarkUSA
  3. 3.School of Business AdministrationAmerican University, DubaiDubaiU.A.E.

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