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.

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Year of publication:	1980
Authors:	Winer, Russell S.
Published in:	Management Science. - Institute for Operations Research and the Management Sciences - INFORMS, ISSN 0025-1909. - Vol. 26.1980, 5, p. 471-482
Publisher:	Institute for Operations Research and the Management Sciences - INFORMS
Subject:	marketing: advertising/promotion \| marketing: buyer behavior

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Extent:	application/pdf
Type of publication:	Article
Other identifiers:	10.1287/mnsc.26.5.471 [DOI]
Source:	RePEc - Research Papers in Economics

Persistent link: https://www.econbiz.de/10009214632