2024
DOI: 10.1002/agr.21916
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Does the advertising of plant‐based burgers attract meat consumers? The influence of new product advertising on consumer responses

Lingxiao Wang,
Wenying Li,
Yuqing Zheng

Abstract: The “meat” marketing of new plant‐based burgers distinguished them from traditional vegan burgers, yet it is still unknown if and to what extent this advertising appeals to meat consumers. We employ a novel digital advertisement dataset from Nielsen Ad Intel to investigate the market entry and advertising patterns of the Impossible Burger, one of the leading brands in the plant‐based meat market. By merging weekly ad views at the DMA market level with Nielsen Homescan Panel, we find that prior purchases of mea… Show more

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