Modeling dynamic effects of promotion on interpurchase times

Dennis Fok, Richard Paap and Philip Hans Franses

No EI 2002-37, Econometric Institute Research Papers from Erasmus University Rotterdam, Erasmus School of Economics (ESE), Econometric Institute

Abstract: In this paper we put forward a duration model to analyze the dynamic effects of marketing-mix variables on interpurchase times. We extend the accelerated failure-time model with an autoregressive structure. An important feature of our model is that it allows for different long-run and short-run effects of marketing-mix variables on interpurchase times. As marketing efforts usually change during the spells, we explicitly deal with time-varying covariates. Our empirical analysis of purchases in three different categories reveals that, for some segments of households, the short-run effects of marketing-mix variables are significantly different from the long-run effects.

Keywords: Dynamic duration model; Error-correction model; Time-varying covariates; Unobserved heterogeneity (search for similar items in EconPapers)
Date: 2002-10-09
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Citations: View citations in EconPapers (1)

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Journal Article: Modeling dynamic effects of promotion on interpurchase times (2012)
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