Targeted Advertising and Cumulative Exposure Effects: The Impact of Banning Advertising to Children in Quebec
Lynne Pepall () and
Additional contact information
Joseph Reiff: Federal Reserve Bank of Chicago
Review of Industrial Organization, 2017, vol. 51, issue 3, 235-256
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)
References: View references in EconPapers View complete reference list from CitEc
Citations: Track citations by RSS feed
Downloads: (external link)
http://link.springer.com/10.1007/s11151-017-9567-y Abstract (text/html)
Access to full text is restricted to subscribers.
This item may be available elsewhere in EconPapers: Search for items with the same title.
Export reference: BibTeX
RIS (EndNote, ProCite, RefMan)
Persistent link: https://EconPapers.repec.org/RePEc:kap:revind:v:51:y:2017:i:3:d:10.1007_s11151-017-9567-y
Ordering information: This journal article can be ordered from
http://www.springer. ... on/journal/11151/PS2
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 ().