Title: Estimation of a Longitudinal Model to Decompose the Effects of an Advertising Stimulus on Family Consumption
Abstract: 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.
Publication Year: 1980
Publication Date: 1980-05-01
Language: en
Type: article
Indexed In: ['crossref']
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Cited By Count: 18
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