129 -1 -0.5 0 0.5 1 0 100 200 300 400 500 1.1 1.2 1.3 1.4 1.5 1.6 1.7 x 10 10 Initial Consumer Experieince Additional Marketing Spending $ MM / Year Annual Ethanol Consumption gallons / year �������� . Surface map for ethanol consumption as a function of marketing and consumer view ��������� . Simplified model structure using subscripts ��������������������������