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

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  • Russell S. Winer

    (Columbia University)

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.

Suggested Citation

  • Russell S. Winer, 1980. "Estimation of a Longitudinal Model to Decompose the Effects of an Advertising Stimulus on Family Consumption," Management Science, INFORMS, vol. 26(5), pages 471-482, May.
    • Handle: RePEc:inm:ormnsc:v:26:y:1980:i:5:p:471-482
    DOI: 10.1287/mnsc.26.5.471
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