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Generic advertising is commonly used to market agricultural products by groups of producers to increase the overall demand. With the popularity of social media, a cheaper and convenient alternative platform has been created for generic advertising. Despite social media advertising gaining success in some areas, little is known about whether this success can be duplicated to agricultural products. Questions also remain about potential benefits to producers when multiple organizations conduct generic advertising for the same or similar products. This study investigates the own and spillover effect of duo‐regional generic advertising of two grower organizations' (Florida and California) social media on consumer preference for fresh produce with different origins. Overall, a significant increase in willingness‐to‐pay is found for the products being promoted by social media, indicating a strong own effect of duo‐regional generic advertising. A substantial spillover effect of generic advertising is also found for social media conducted by California and Florida on domestic and imported products, correspondingly. Mexico receives a free‐rider benefit from the generic advertising provided by Florida social media. The results shed light on the industries that try to promote food products using social media and inform policy decisions on how to utilize generic advertising better to expand the market. [EconLit Citations: D10, D12]. [ABSTRACT FROM AUTHOR]

Previous research mainly focuses on the impact of locality information/labels on consumer preference as a credence attribute that is not observable even after purchasing the products. We hypothesize that locality information on food may also influence consumer perception of the three types of attributes of food products: search (i.e., color, size, freshness, and shape), experience (i.e., flavor and texture), and other credence attributes (i.e., nutritional value). We conduct an experiment with a total of 100 participants. We combine the consumer sensory analysis with the CVM to determine the impact of locality information on consumers' perception of strawberry search, experience, and credence attributes, and how these three types of attributes affect consumers' willingness to pay (WTP) at different consumption stages. Results show that providing locality information affects the sensory attributes of color perceived by consumers. Color, size, and freshness have a significant impact on consumers' WTP before consumers taste the strawberries, while flavor and texture exhibit an influential impact on consumers' WTP after tasting. Locality information is not a significant factor in determining consumers' WTP before and after they taste the strawberries. However, for some consumers, it significantly affects their WTP if locality is perceived to be associated with improved nutritional quality and food safety comparing to people who perceive local food to be fresher. [ABSTRACT FROM AUTHOR]