Economics at your fingertips  

Targeted Advertising and Cumulative Exposure Effects: The Impact of Banning Advertising to Children in Quebec

Lynne Pepall () and Joseph Reiff
Additional contact information
Joseph Reiff: Federal Reserve Bank of Chicago

Review of Industrial Organization, 2017, vol. 51, issue 3, No 1, 235-256

Abstract: Abstract We examine the impact of advertising to children using Canadian data after the 1980 passage of the Consumer Protection Act (CPA) in Quebec province that prohibited advertising targeted to children under 13. Using difference-in-differences methodology, we estimate that the CPA significantly reduced household toy expenditures by 15–35% in Quebec from 1984 through 1992, with the largest impact (35%) 10 and 12 years after the ban’s imposition. The overall impact over time tentatively supports the view that advertising has cumulative exposure effects: Its sales impact increases as consumers are exposed to longer periods of targeted advertisements.

Keywords: Targeted advertising; Difference in differences approach; Consumer behavior; Cumulative exposure effects (search for similar items in EconPapers)
Date: 2017
References: View references in EconPapers View complete reference list from CitEc
Citations: Track citations by RSS feed

Downloads: (external link) Abstract (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link:

Ordering information: This journal article can be ordered from
http://www.springer. ... on/journal/11151/PS2

DOI: 10.1007/s11151-017-9567-y

Access Statistics for this article

Review of Industrial Organization is currently edited by L.J. White

More articles in Review of Industrial Organization from Springer, The Industrial Organization Society Contact information at EDIRC.
Bibliographic data for series maintained by Sonal Shukla ().

Page updated 2020-06-15
Handle: RePEc:kap:revind:v:51:y:2017:i:3:d:10.1007_s11151-017-9567-y