The Impact Of Advertising On Aggregate Consumption: The Case Of Italy
One of the last assumptions of neoclassical economics that has not yet been fully challenged is the exogeneity of consumers'preferences. In this paper we attempt to verify and measure the effects of advertising on consumers'demand. We do so by carrying out an econometric analysis, relying on a rather simple econometric model on Italian economy, using quarterly data from 1980 to 2000. We build an ADL model with Koyck transformation and different (and advertising-specific) geometrical rates of decline, and we test both the flow-form and the stock form of advertising. Our conclusions show that in the period under consideration advertising had a positive and significant effect on consumption, with short term and long term elasticities equal respectively to 0.034 and 0.16.
Volume (Year): 3 (2008)
Issue (Month): 3(5)_Fall2008 ()
|Contact details of provider:|| Web page: http://www2.spiruharet.ro/facultati/facultate.php?id=14|
More information through EDIRC
References listed on IDEAS
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- Seldom, Barry J. & Jung, Chulho, 1995. "The length of the effect of aggregate advertising on aggregate consumption," Economics Letters, Elsevier, vol. 48(2), pages 207-211, May.
- Hausman, Jerry A, 1978.
"Specification Tests in Econometrics,"
Econometric Society, vol. 46(6), pages 1251-1271, November.
- Taylor, Lester D & Weiserbs, Daniel, 1972. "Advertising and the Aggregate Consumption Function," American Economic Review, American Economic Association, vol. 62(4), pages 642-655, September.
- Ashley, R & Granger, C W J & Schmalensee, R, 1980. "Advertising and Aggregate Consumption: An Analysis of Causality," Econometrica, Econometric Society, vol. 48(5), pages 1149-1167, July.
When requesting a correction, please mention this item's handle: RePEc:ush:jaessh:v:3:y:2008:i:3(5)_fall2008:p:223-231. See general information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Laura Stefanescu)
If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.
If references are entirely missing, you can add them using this form.
If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.
If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.
Please note that corrections may take a couple of weeks to filter through the various RePEc services.