The nature of the effect of media advertising on brand choice is investigated in two product categories in analyses that combine household scanner panel data with media exposure information. Alternative model specifications are tested in which advertising is assumed to directly affect brand...

A dynamic factor model of brand satiation is developed to explain longitudinal variation in consumer purchases. Factor loadings are associated with a brand’s position along a satiation dimension, and factor scores are associated with a household’s sensitivity to satiation effects. Dynamics...