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Endogeneity and Simultaneity in Competitive Pricing and Advertising: A Logit Demand Analysis


  • Pradeep K. Chintagunta

    (University of Chicago)

  • Vrinda Kadiyali

    (Cornell University)

  • Naufel J. Vilcassim

    (London Business School)


In this article, we use four data sets to provide a benchmark study of the effects of accounting for endogeneity and simultaneity in estimating marketing-mix effects in a logit demand framework. We compare the results obtained from accounting for endogeneity only to those from accounting for both endogeneity and simultaneity, and in the latter case we allow for more general models of firm behavior to examine the consequences of imposing assumptions about the behavior of firms. We find that accounting for both endogeneity and simultaneity not only affects the parameter estimates but also results in efficiency gains that affect the statistical significance of the estimates.

Suggested Citation

  • Pradeep K. Chintagunta & Vrinda Kadiyali & Naufel J. Vilcassim, 2006. "Endogeneity and Simultaneity in Competitive Pricing and Advertising: A Logit Demand Analysis," The Journal of Business, University of Chicago Press, vol. 79(6), pages 2761-2788, November.
  • Handle: RePEc:ucp:jnlbus:v:79:y:2006:i:6:p:2761-2788
    DOI: 10.1086/507998

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    Cited by:

    1. Alfredo Martín-Oliver, 2018. "Bank Competition with Financing and Savings Substitutes," Journal of Financial Services Research, Springer;Western Finance Association, vol. 54(2), pages 207-241, October.
    2. Jordi McKenzie & W. Walls, 2013. "Australian films at the Australian box office: performance, distribution, and subsidies," Journal of Cultural Economics, Springer;The Association for Cultural Economics International, vol. 37(2), pages 247-269, May.
    3. Marco Guerzoni & Rene Soellner, 2013. "Uniqueness Seeking and Demand Estimation in the German Automobile Industry," Eurasian Business Review, Springer;Eurasia Business and Economics Society, vol. 3(2), pages 179-199, December.
    4. Petrova, Maria, 2011. "Newspapers and Parties: How Advertising Revenues Created an Independent Press," American Political Science Review, Cambridge University Press, vol. 105(4), pages 790-808, November.
    5. Till Dannewald & Lutz Hildebrandt, 2008. "A Brand Specific Investigation of International Cost Shock Threats on Price and Margin with a Manufacturer-Wholesaler-Retailer Model," SFB 649 Discussion Papers SFB649DP2008-070, Sonderforschungsbereich 649, Humboldt University, Berlin, Germany.
    6. Alicia Barroso & Gerard Llobet, 2011. "Advertising and Consumer Awareness of New, Differentiated Products," Working Papers wp2011_1104, CEMFI.
    7. Edlira Shehu & Tim Prostka & Christina Schmidt-Stölting & Michel Clement & Eva Blömeke, 2014. "The influence of book advertising on sales in the German fiction book market," Journal of Cultural Economics, Springer;The Association for Cultural Economics International, vol. 38(2), pages 109-130, May.
    8. Zenetti, German & Klapper, Daniel, 2016. "Advertising Effects Under Consumer Heterogeneity – The Moderating Role of Brand Experience, Advertising Recall and Attitude," Journal of Retailing, Elsevier, vol. 92(3), pages 352-372.
    9. Hruschka, Harald, 2010. "Considering endogeneity for optimal catalog allocation in direct marketing," European Journal of Operational Research, Elsevier, vol. 206(1), pages 239-247, October.
    10. He, Xi & Lopez, Rigoberto, 2016. "Do Firms Price and Advertise to Maximize Profits? Evidence from U.S. Food Industries," 2016 Annual Meeting, July 31-August 2, Boston, Massachusetts 235436, Agricultural and Applied Economics Association.
    11. Lihao Lu & Qinglong Gou & Wansheng Tang & Jianxiong Zhang, 2016. "Joint pricing and advertising strategy with reference price effect," International Journal of Production Research, Taylor & Francis Journals, vol. 54(17), pages 5250-5270, September.
    12. Juan M. C. Larrosa & Victoria Giordano & Gonzalo R. Ramírez Muñoz de Toro & Juan I. Uriarte, 2022. "Marketing attributes in yogurt weekly pricing in Argentina," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 21(3), pages 332-343, June.
    13. S. Sriram & Manohar U. Kalwani, 2007. "Optimal Advertising and Promotion Budgets in Dynamic Markets with Brand Equity as a Mediating Variable," Management Science, INFORMS, vol. 53(1), pages 46-60, January.

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