The Project of ‘Psychological Capitalization’ of the Romanian Wheat

Hurduzeu, Raluca
Niculescu, Florentin Gabriel
JEL codes: 
M31 - Marketing, M38 - Government Policy and Regulation, Q13 - Agricultural Markets and Marketing; Cooperatives; Agribusiness, Q18 - Agricultural Policy; Food Policy.
The issue of the price of the wheat at harvesting in connection to high speculation, which is often illegal is a serious problem, with multiple negative effects on national, local and individual level. A campaign against this activity involves a set of tools to act simultaneously. Identifying a psychological problem and differentiated features this study proposes an advertising campaign for capitalizing on the concept of wheat in the collective mentality.
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