Acknowledgements -- Introduction / ASHOK MISHRA, DAVIDE VIAGGI, AND SERGIO GOMEZ-Y-PALOMA -- The relationship between farm families and the structure of agriculture / MARY C. AHEARN AND WALTER ARMBRUSTER -- Influence of cap on social sustainability in Greek and Bulgarian rural areas / D....

Advertising can rotate the demand curve if it changes the dispersion of consumers' valuations. We provide an elasticity form measure of the advertising-induced demand curve rotation in five demand models and test for its presence in the US non-alcoholic beverage market. The Almost Ideal Demand...