Estimation of a Longitudinal Model to Decompose the Effects of an Advertising Stimulus on Family Consumption

A model which separates the various effects of an advertising experiment on a family's consumption behavior is estimated using consumer panel data. It is determined that there were significant transitory or short-run effects of the advertising, while permanent influences and price-advertising interactions were negligible. Implications of both the empirical results for management and the modeling approach for market researchers are discussed.

• 저널Management Science · 26(5) · 471–482
• 토픽Consumer Market Behavior and Pricing · Marketing
• DOI10.1287/mnsc.26.5.471
• 저자Russell S. Winer