Jinghua Xie - Academia.edu (original) (raw)

Papers by Jinghua Xie

Research paper thumbnail of Influence of Tourism Seasonality and Financial Ratios on Hotels’ Exit Risk

Journal of Hospitality & Tourism Research, May 20, 2021

Research paper thumbnail of Exploring relative resilience of Airbnb and hotel industry to risks and external shocks

Scandinavian Journal of Hospitality and Tourism

Research paper thumbnail of The Oil Price Collapse and the Birth of a Tourist Nation

Research Papers in Economics, 2018

In this paper, we have estimated hotel revenue functions at the regional level in Norway. The pur... more In this paper, we have estimated hotel revenue functions at the regional level in Norway. The purpose is to investigate the effects of the oil price collapse on tourism demand. The oil industry is a dominant economic sector in Norway. Its high demand for economic resources has inflated the general price level nationally. A side effect is that the Norwegian tourism industry has struggled with poor price competitiveness. We find the downfall in oil revenues caused by the fall in crude oil prices has boosted tourism growth through a weakening of the local currency, Norwegian kroner. This result suggests that a subset of rich countries where wealth inflate prices of tourism services can have problem in developing its tourism industry.

Research paper thumbnail of The role of environmental knowledge and interest on perceived value and satisfaction

Journal of Vacation Marketing

This study examines the interplay between whale watchers’ knowledge and interest in protecting th... more This study examines the interplay between whale watchers’ knowledge and interest in protecting the environment on the perceived value and satisfaction of their whale watching experience. Despite an emphasis on examining 1) environmental insights into protecting the environment employed by tourists and tourism stakeholders; and 2) evaluating tourists’ perceived value and satisfaction in the literature, it is unknown if whale watchers’ knowledge and interest in protecting the environment influences their evaluation of a whale watching experience. To assess the relationships between these constructs, 1024 self-administered surveys were collected on three whale watching vessels within one Australian whale watching destination. Ordinary least square and logit regression determined that whale watchers’ interest in protecting the environment and perceived value and satisfaction with their whale watching experience was high. Whale watchers’ knowledge of protecting the environment was an ins...

Research paper thumbnail of Halo Effect of Norwegian Salmon Promotion on Eu Salmon Demand

The Differential Almost Ideal Demand System (AIDS) is estimated to exam the direct and spillover ... more The Differential Almost Ideal Demand System (AIDS) is estimated to exam the direct and spillover responses for salmon promotion conducted by the Norwegian Seafood Export Council in EU Atlantic salmon market. The model allows the advertising effect on demand curve to shift and rotate simultaneously. EU demand is segmented by country of origin, namely Norway, Chile, United Kingdom, Canada, and Rest of World. Results suggest that Norwegian advertising shifted its own demand curve rightward and curve of Rest of World leftward and counterclockwise rotated the curve of UK. The advertising-induced demand curve rotation is found to be important for marginal benefit-cost ratio and producer surplus measurement. A tiny change of price elasticity causes a substantial change of marginal benefit-cost ratio and a not tiny change of producer surplus.

Research paper thumbnail of Human value co-creation behavior in tourism: Insight from an Australian whale watching experience

Tourism Management Perspectives, 2020

This study explores and tests a comprehensive model of co-creation in creating value and tourist ... more This study explores and tests a comprehensive model of co-creation in creating value and tourist satisfaction. In addition to being the first study to empirically test the customer value co-creation behavior scale developed by Yi and Gong (2013), the present work adds to theory by revealing the importance of tourists' mental co-creation and employees' active participation in creating value and satisfaction for the customer. Factor analyses and econometric models of logit model and multivariable ordinary least squares regression are applied to a sample of 1024 whale watching tourists. The study finds that tourists' participation is more important in influencing their perceived value during the experience than their satisfaction. Employees' input is key to the experience in enhancing tourists' value and satisfaction. The main contribution of the study is the inclusion of co-creation behaviors from different human actors including tourists and employees. Opportunities for future research are outlined.

Research paper thumbnail of sj-pdf-1-jht-10.1177_10963480211016038 – Supplemental material for Influence of Tourism Seasonality and Financial Ratios on Hotels' Exit Risk

Supplemental material, sj-pdf-1-jht-10.1177_10963480211016038 for Influence of Tourism Seasonalit... more Supplemental material, sj-pdf-1-jht-10.1177_10963480211016038 for Influence of Tourism Seasonality and Financial Ratios on Hotels' Exit Risk by Dengjun Zhang and Jinghua Xie in Journal of Hospitality & Tourism Research

Research paper thumbnail of Determinants of capital structure in the hospitality industry: Impact of clustering and seasonality on debt and liquidity

International Journal of Hospitality Management, 2022

Research paper thumbnail of Influence of Tourism Seasonality and Financial Ratios on Hotels’ Exit Risk

UiT School of Business and Economics Working Papers in Economics, 2020

A large body of research has documented the impact of tourism seasonality on hotels’ operational ... more A large body of research has documented the impact of tourism seasonality on hotels’ operational and financial performance, further affecting hotels’ competitive advantage and survival probabilities. Several studies have included the seasonality measures in the models to evaluate hotels’ exit risk. However, the empirical findings are ambiguous, probably because the overall seasonality and different measures were used in those studies. Against this background, this study explores the impact of tourism seasonality on hotel firms’ exit risk, by controlling for financial ratios, the main factors influencing the exit risk, and using two measures of tourism seasonality by market segment, namely, the leisure, business, and conference tourism. The primary hypotheses are: (1) The different seasonal patterns of tourism demand in the market segments mitigate the impact of the overall seasonality on hotels’ exit risk, and (2) Seasonality measures of various tourism segments affect the exit risk...

Research paper thumbnail of Efficiency in Chinese Large Yellow Croaker Aquaculture: Implication for Sustainable Aquaculture in China

Sustainability

Aquaculture supply from China has been a remedy to meet the growing global demand for seafood in ... more Aquaculture supply from China has been a remedy to meet the growing global demand for seafood in the last decades. However, output growth has decreased dramatically in China in the 2000s. Previous literature focuses on the ecosystem problems arising in intensive farming in China. In this study, we used stochastic production analysis (SPA) to estimate the technical efficiency of Chinese large yellow croaker farming, which provides implications for impediments to the sustainable development of Chinese aquaculture. Data were collected from 430 large yellow croaker farmers in nine farming areas located along the coastline of southeastern China. The technical efficiency of large yellow croak farming is estimated to be 0.829, suggesting that farming is operated close to the production frontier with a maximal margin of 17% for improvement under the current technology. It further suggests that Chinese aquaculture growth is geared by conventional factors, expansion of fishing sites, and inte...

Research paper thumbnail of Export Price Volatility and Price Transmission Asymmetry: The Case of Salmon and Cod

Research paper thumbnail of 20 years of Nordic tourism economics research: a review and future research agenda

Scandinavian Journal of Hospitality and Tourism

ABSTRACT The number of economics-related articles in the Scandinavian Journal of Hospitality and ... more ABSTRACT The number of economics-related articles in the Scandinavian Journal of Hospitality and Tourism (SJHT) has recently increased considerably. Despite this increase, the research efforts of Nordic economists on tourism issues have lagged behind in an international comparison. The recent increase in the number of economics-related publications in SJHT is due to better access to microdata (individual and firm data), the rapid development of statistical and econometric methods and the interest in the causes and effects of the tourism boom in the Nordic countries until recently. This article gives a brief review of the main topics of Nordic economic research that have been studied, as well as potential future research ideas (e.g. short term rentals, rising industry concentration, innovation and ICT) and data sources (big data, social media data, linked data at the micro level and register data) that can be developed and used for future studies. With the COVID-19 pandemic, general uncertainty and government intervention in the tourism sector will lead to a change in travel flows, calling for more quantitative studies. More research based on internationally comparable microdata for several Nordic countries will be particularly helpful.

Research paper thumbnail of Economic drivers for the Chinese tourists

Scandinavian Journal of Hospitality and Tourism

Asia, particularly China, has become an attractive market that receives much attention in the Nor... more Asia, particularly China, has become an attractive market that receives much attention in the Norwegian tourism industry. This raises relevant questions about the sustainability of the Chinese tourism boom. If the Norwegian tourism industry increasingly targets this rapidly growing market with larger investments, it should respond to the prospects of long-term growth. Such prospects hinge on the economic drivers behind the influx of Chinese tourists. In this study, we use both descriptive data analysis and the ARDL model to investigate the main economic factors that drive Chinese tourists to Norway. Specifically, we investigate whether the boom of the Chinese tourists is a relatively stable trend associated with the growing Chinese economy or just a short-term phenomenon brought by the weakened NOK. Our findings suggest instead of the wellrecognized Chinese economic growth, it is the improving price competitiveness of Norway resulting from the weakening Norwegian kroner that has made the boom of the Chinese tourists in Norway. This result suggests although the income effect is significant in affecting aggregate tourist flow from a source country, for a single destination, price competitiveness is the key to make a destination attractive since the substitution effects of other destinations are huge and the income effect becomes uncertain.

Research paper thumbnail of Investment and revenue cap under incentive regulation: The case study of the Norwegian electricity distributors

Cogent Economics & Finance

Electricity distribution operators are regulated as monopolies around the world. Incentive regula... more Electricity distribution operators are regulated as monopolies around the world. Incentive regulation is further applied to relate their allowed revenues (revenue cap) to cost efficiency and investment. Incentive regulation varies cross countries and has evolved over time for individual countries. Norway is one of the first countries reforming the network distributors by incentive regulation. Using the long time series data, we evaluated the impact of the Norwegian regulation regimes on firms' investment. The panel data model includes common time-varying factors to control firm heterogeneity. The cross-section dependence test is further employed to test the relationship between investment and revenue cap in different regulation regimes. The empirical findings confirm a dynamic pattern of investment behavior between regimes, in terms of both the unobserved common factors and the crosssection dependence between investment and revenue cap. This study provides an interesting solution for incentive evaluation and contributes to the management accounting literature in terms of econometric techniques.

Research paper thumbnail of Asymmetric price transmission in a changing food supply chain

Aquaculture Economics & Management

The farmed salmon supply chain in Europe is changing. There is a growing concentration at interme... more The farmed salmon supply chain in Europe is changing. There is a growing concentration at intermediary levels in the supply chain and more product differentiation in the market. This means that different price determination processes could apply in various product sub-markets. In this study, price transmission relationships in the salmon value chain were investigated at two different product levels. Specifically, a relatively unprocessed salmon product (fresh salmon) and a more processed product (smoked salmon) were investigated since processing costs might have a significant impact on a vertical price linkage. A threshold cointegration model was applied to estimate the price transmission between the Norwegian export market and the retail markets of France and Spain. The results indicated a price transmission relationship along the fresh salmon chain in both markets; but not along the smoked salmon chains in either market. Furthermore, for the fresh salmon value chain, asymmetric adjustment was observed in both markets.

Research paper thumbnail of Firm Size, Commodity Price, and Interdependence Between Firm-Level Stock Prices: The Case of Norwegian Salmon Industry

Applied Economics and Finance

This study aims to investigate the interdependence between stock prices of salmon firms listed at... more This study aims to investigate the interdependence between stock prices of salmon firms listed at Oslo Stock Exchange and to evaluate how this correlation is affected by firm size and salmon commodity price. Technically, we apply the Johansen's approach (Johansen, 1991) to test cointegration between stock prices and between individual stock prices and commodity price. The time path of the long-run relationship is further examined by recursive estimations. During the sample period, we fail to confirm a common stochastic trend between the stock prices of salmon firms. This is partly explained by the various responses of firm-level stock prices to the leading firm' stock price, depending on firm size. This may also relate to the differences between salmon stock prices' responses to commodity price.

Research paper thumbnail of Challenges of the Norwegian Salted Fish Industry in the Spanish Market

MARE Publication Series, 2015

Research paper thumbnail of Tourism seasonality and hotel firms’ financial performance: evidence from Norway

Current Issues in Tourism

Research paper thumbnail of Uncovering the effect of environmental performance on hotels’ financial performance: a global outlook

Current Issues in Tourism

Research paper thumbnail of Extending the Rotterdam Demand Model to Analyze Market Participation

Journal of Agricultural and Applied Economics

The dependent variable in the Rotterdam model is shown to consist of two additive components: the... more The dependent variable in the Rotterdam model is shown to consist of two additive components: the proportionate change in the average product weight consumed by existing buyers and the proportionate change in the share of total consumers who actually purchase the product. Applying the extended model to household data on salmon consumption in France, results suggest prices have a larger effect on attracting new buyers to the product in question than on getting existing buyers to consume more. However, generic advertising was found to affect consumption intensity but have no effect on market participation in the short run.

Research paper thumbnail of Influence of Tourism Seasonality and Financial Ratios on Hotels’ Exit Risk

Journal of Hospitality & Tourism Research, May 20, 2021

Research paper thumbnail of Exploring relative resilience of Airbnb and hotel industry to risks and external shocks

Scandinavian Journal of Hospitality and Tourism

Research paper thumbnail of The Oil Price Collapse and the Birth of a Tourist Nation

Research Papers in Economics, 2018

In this paper, we have estimated hotel revenue functions at the regional level in Norway. The pur... more In this paper, we have estimated hotel revenue functions at the regional level in Norway. The purpose is to investigate the effects of the oil price collapse on tourism demand. The oil industry is a dominant economic sector in Norway. Its high demand for economic resources has inflated the general price level nationally. A side effect is that the Norwegian tourism industry has struggled with poor price competitiveness. We find the downfall in oil revenues caused by the fall in crude oil prices has boosted tourism growth through a weakening of the local currency, Norwegian kroner. This result suggests that a subset of rich countries where wealth inflate prices of tourism services can have problem in developing its tourism industry.

Research paper thumbnail of The role of environmental knowledge and interest on perceived value and satisfaction

Journal of Vacation Marketing

This study examines the interplay between whale watchers’ knowledge and interest in protecting th... more This study examines the interplay between whale watchers’ knowledge and interest in protecting the environment on the perceived value and satisfaction of their whale watching experience. Despite an emphasis on examining 1) environmental insights into protecting the environment employed by tourists and tourism stakeholders; and 2) evaluating tourists’ perceived value and satisfaction in the literature, it is unknown if whale watchers’ knowledge and interest in protecting the environment influences their evaluation of a whale watching experience. To assess the relationships between these constructs, 1024 self-administered surveys were collected on three whale watching vessels within one Australian whale watching destination. Ordinary least square and logit regression determined that whale watchers’ interest in protecting the environment and perceived value and satisfaction with their whale watching experience was high. Whale watchers’ knowledge of protecting the environment was an ins...

Research paper thumbnail of Halo Effect of Norwegian Salmon Promotion on Eu Salmon Demand

The Differential Almost Ideal Demand System (AIDS) is estimated to exam the direct and spillover ... more The Differential Almost Ideal Demand System (AIDS) is estimated to exam the direct and spillover responses for salmon promotion conducted by the Norwegian Seafood Export Council in EU Atlantic salmon market. The model allows the advertising effect on demand curve to shift and rotate simultaneously. EU demand is segmented by country of origin, namely Norway, Chile, United Kingdom, Canada, and Rest of World. Results suggest that Norwegian advertising shifted its own demand curve rightward and curve of Rest of World leftward and counterclockwise rotated the curve of UK. The advertising-induced demand curve rotation is found to be important for marginal benefit-cost ratio and producer surplus measurement. A tiny change of price elasticity causes a substantial change of marginal benefit-cost ratio and a not tiny change of producer surplus.

Research paper thumbnail of Human value co-creation behavior in tourism: Insight from an Australian whale watching experience

Tourism Management Perspectives, 2020

This study explores and tests a comprehensive model of co-creation in creating value and tourist ... more This study explores and tests a comprehensive model of co-creation in creating value and tourist satisfaction. In addition to being the first study to empirically test the customer value co-creation behavior scale developed by Yi and Gong (2013), the present work adds to theory by revealing the importance of tourists' mental co-creation and employees' active participation in creating value and satisfaction for the customer. Factor analyses and econometric models of logit model and multivariable ordinary least squares regression are applied to a sample of 1024 whale watching tourists. The study finds that tourists' participation is more important in influencing their perceived value during the experience than their satisfaction. Employees' input is key to the experience in enhancing tourists' value and satisfaction. The main contribution of the study is the inclusion of co-creation behaviors from different human actors including tourists and employees. Opportunities for future research are outlined.

Research paper thumbnail of sj-pdf-1-jht-10.1177_10963480211016038 – Supplemental material for Influence of Tourism Seasonality and Financial Ratios on Hotels' Exit Risk

Supplemental material, sj-pdf-1-jht-10.1177_10963480211016038 for Influence of Tourism Seasonalit... more Supplemental material, sj-pdf-1-jht-10.1177_10963480211016038 for Influence of Tourism Seasonality and Financial Ratios on Hotels' Exit Risk by Dengjun Zhang and Jinghua Xie in Journal of Hospitality & Tourism Research

Research paper thumbnail of Determinants of capital structure in the hospitality industry: Impact of clustering and seasonality on debt and liquidity

International Journal of Hospitality Management, 2022

Research paper thumbnail of Influence of Tourism Seasonality and Financial Ratios on Hotels’ Exit Risk

UiT School of Business and Economics Working Papers in Economics, 2020

A large body of research has documented the impact of tourism seasonality on hotels’ operational ... more A large body of research has documented the impact of tourism seasonality on hotels’ operational and financial performance, further affecting hotels’ competitive advantage and survival probabilities. Several studies have included the seasonality measures in the models to evaluate hotels’ exit risk. However, the empirical findings are ambiguous, probably because the overall seasonality and different measures were used in those studies. Against this background, this study explores the impact of tourism seasonality on hotel firms’ exit risk, by controlling for financial ratios, the main factors influencing the exit risk, and using two measures of tourism seasonality by market segment, namely, the leisure, business, and conference tourism. The primary hypotheses are: (1) The different seasonal patterns of tourism demand in the market segments mitigate the impact of the overall seasonality on hotels’ exit risk, and (2) Seasonality measures of various tourism segments affect the exit risk...

Research paper thumbnail of Efficiency in Chinese Large Yellow Croaker Aquaculture: Implication for Sustainable Aquaculture in China

Sustainability

Aquaculture supply from China has been a remedy to meet the growing global demand for seafood in ... more Aquaculture supply from China has been a remedy to meet the growing global demand for seafood in the last decades. However, output growth has decreased dramatically in China in the 2000s. Previous literature focuses on the ecosystem problems arising in intensive farming in China. In this study, we used stochastic production analysis (SPA) to estimate the technical efficiency of Chinese large yellow croaker farming, which provides implications for impediments to the sustainable development of Chinese aquaculture. Data were collected from 430 large yellow croaker farmers in nine farming areas located along the coastline of southeastern China. The technical efficiency of large yellow croak farming is estimated to be 0.829, suggesting that farming is operated close to the production frontier with a maximal margin of 17% for improvement under the current technology. It further suggests that Chinese aquaculture growth is geared by conventional factors, expansion of fishing sites, and inte...

Research paper thumbnail of Export Price Volatility and Price Transmission Asymmetry: The Case of Salmon and Cod

Research paper thumbnail of 20 years of Nordic tourism economics research: a review and future research agenda

Scandinavian Journal of Hospitality and Tourism

ABSTRACT The number of economics-related articles in the Scandinavian Journal of Hospitality and ... more ABSTRACT The number of economics-related articles in the Scandinavian Journal of Hospitality and Tourism (SJHT) has recently increased considerably. Despite this increase, the research efforts of Nordic economists on tourism issues have lagged behind in an international comparison. The recent increase in the number of economics-related publications in SJHT is due to better access to microdata (individual and firm data), the rapid development of statistical and econometric methods and the interest in the causes and effects of the tourism boom in the Nordic countries until recently. This article gives a brief review of the main topics of Nordic economic research that have been studied, as well as potential future research ideas (e.g. short term rentals, rising industry concentration, innovation and ICT) and data sources (big data, social media data, linked data at the micro level and register data) that can be developed and used for future studies. With the COVID-19 pandemic, general uncertainty and government intervention in the tourism sector will lead to a change in travel flows, calling for more quantitative studies. More research based on internationally comparable microdata for several Nordic countries will be particularly helpful.

Research paper thumbnail of Economic drivers for the Chinese tourists

Scandinavian Journal of Hospitality and Tourism

Asia, particularly China, has become an attractive market that receives much attention in the Nor... more Asia, particularly China, has become an attractive market that receives much attention in the Norwegian tourism industry. This raises relevant questions about the sustainability of the Chinese tourism boom. If the Norwegian tourism industry increasingly targets this rapidly growing market with larger investments, it should respond to the prospects of long-term growth. Such prospects hinge on the economic drivers behind the influx of Chinese tourists. In this study, we use both descriptive data analysis and the ARDL model to investigate the main economic factors that drive Chinese tourists to Norway. Specifically, we investigate whether the boom of the Chinese tourists is a relatively stable trend associated with the growing Chinese economy or just a short-term phenomenon brought by the weakened NOK. Our findings suggest instead of the wellrecognized Chinese economic growth, it is the improving price competitiveness of Norway resulting from the weakening Norwegian kroner that has made the boom of the Chinese tourists in Norway. This result suggests although the income effect is significant in affecting aggregate tourist flow from a source country, for a single destination, price competitiveness is the key to make a destination attractive since the substitution effects of other destinations are huge and the income effect becomes uncertain.

Research paper thumbnail of Investment and revenue cap under incentive regulation: The case study of the Norwegian electricity distributors

Cogent Economics & Finance

Electricity distribution operators are regulated as monopolies around the world. Incentive regula... more Electricity distribution operators are regulated as monopolies around the world. Incentive regulation is further applied to relate their allowed revenues (revenue cap) to cost efficiency and investment. Incentive regulation varies cross countries and has evolved over time for individual countries. Norway is one of the first countries reforming the network distributors by incentive regulation. Using the long time series data, we evaluated the impact of the Norwegian regulation regimes on firms' investment. The panel data model includes common time-varying factors to control firm heterogeneity. The cross-section dependence test is further employed to test the relationship between investment and revenue cap in different regulation regimes. The empirical findings confirm a dynamic pattern of investment behavior between regimes, in terms of both the unobserved common factors and the crosssection dependence between investment and revenue cap. This study provides an interesting solution for incentive evaluation and contributes to the management accounting literature in terms of econometric techniques.

Research paper thumbnail of Asymmetric price transmission in a changing food supply chain

Aquaculture Economics & Management

The farmed salmon supply chain in Europe is changing. There is a growing concentration at interme... more The farmed salmon supply chain in Europe is changing. There is a growing concentration at intermediary levels in the supply chain and more product differentiation in the market. This means that different price determination processes could apply in various product sub-markets. In this study, price transmission relationships in the salmon value chain were investigated at two different product levels. Specifically, a relatively unprocessed salmon product (fresh salmon) and a more processed product (smoked salmon) were investigated since processing costs might have a significant impact on a vertical price linkage. A threshold cointegration model was applied to estimate the price transmission between the Norwegian export market and the retail markets of France and Spain. The results indicated a price transmission relationship along the fresh salmon chain in both markets; but not along the smoked salmon chains in either market. Furthermore, for the fresh salmon value chain, asymmetric adjustment was observed in both markets.

Research paper thumbnail of Firm Size, Commodity Price, and Interdependence Between Firm-Level Stock Prices: The Case of Norwegian Salmon Industry

Applied Economics and Finance

This study aims to investigate the interdependence between stock prices of salmon firms listed at... more This study aims to investigate the interdependence between stock prices of salmon firms listed at Oslo Stock Exchange and to evaluate how this correlation is affected by firm size and salmon commodity price. Technically, we apply the Johansen's approach (Johansen, 1991) to test cointegration between stock prices and between individual stock prices and commodity price. The time path of the long-run relationship is further examined by recursive estimations. During the sample period, we fail to confirm a common stochastic trend between the stock prices of salmon firms. This is partly explained by the various responses of firm-level stock prices to the leading firm' stock price, depending on firm size. This may also relate to the differences between salmon stock prices' responses to commodity price.

Research paper thumbnail of Challenges of the Norwegian Salted Fish Industry in the Spanish Market

MARE Publication Series, 2015

Research paper thumbnail of Tourism seasonality and hotel firms’ financial performance: evidence from Norway

Current Issues in Tourism

Research paper thumbnail of Uncovering the effect of environmental performance on hotels’ financial performance: a global outlook

Current Issues in Tourism

Research paper thumbnail of Extending the Rotterdam Demand Model to Analyze Market Participation

Journal of Agricultural and Applied Economics

The dependent variable in the Rotterdam model is shown to consist of two additive components: the... more The dependent variable in the Rotterdam model is shown to consist of two additive components: the proportionate change in the average product weight consumed by existing buyers and the proportionate change in the share of total consumers who actually purchase the product. Applying the extended model to household data on salmon consumption in France, results suggest prices have a larger effect on attracting new buyers to the product in question than on getting existing buyers to consume more. However, generic advertising was found to affect consumption intensity but have no effect on market participation in the short run.