My economics 101 professor from university conducted a study of the old beef council commercials, and discovered that they actually made people less likely to buy beef. The logic was something like "The customers would go to the store with their meat choice awareness increased, possibly even intending to buy beef, but would opt for a perceptionally healthier choice like chicken or pork."
The gist being, most people don't choose dinner. It just sort of happens. So the commercials heightened the customers awareness of choice in meals, and beef almost always lost out. Sorry beef producer friends, but the good news is that the beef council stopped using the commercials after the study was released.
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