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

Russell S. Winer
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Russell S. Winer: Columbia University

Management Science, 1980, vol. 26, issue 5, 471-482

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.

Keywords: marketing: advertising/promotion; marketing: buyer behavior (search for similar items in EconPapers)
Date: 1980
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Persistent link: https://EconPapers.repec.org/RePEc:inm:ormnsc:v:26:y:1980:i:5:p:471-482

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