IDEAS home Printed from https://ideas.repec.org/a/wly/econjl/v128y2018i613p2106-2130.html

Advertising and Aggregate Consumption: A Bayesian DSGE Assessment

Author

Listed:
  • Benedetto Molinari
  • Francesco Turino

Abstract

Aggregate data reveal that in the US, advertising absorbs 2% of GDP. Because the purpose of brand advertising is to foster sales, we ask whether such spending appreciably affects aggregate consumption and economic activity. This question is addressed by developing and estimating a dynamic general equilibrium model in which households’ preferences for differentiated goods depend on brand advertising. Estimated results for the US economy indicate that in the long‐run, the presence of advertising raises aggregate consumption, investment, and hours worked, eventually fostering overall economic activity. We also find that advertising has a relevant impact on fluctuations in consumption and investment.

Suggested Citation

  • Benedetto Molinari & Francesco Turino, 2018. "Advertising and Aggregate Consumption: A Bayesian DSGE Assessment," Economic Journal, Royal Economic Society, vol. 128(613), pages 2106-2130, August.
    • Handle: RePEc:wly:econjl:v:128:y:2018:i:613:p:2106-2130
    DOI: 10.1111/ecoj.12514
    as

    Download full text from publisher

    File URL: https://doi.org/10.1111/ecoj.12514
    Download Restriction: no
    File URL: https://libkey.io/10.1111/ecoj.12514?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    Other versions of this item:

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Delpeuch, Samuel & Turino, Francesco, 2026. "Taxing ads? A Bayesian-DSGE perspective," Economic Modelling, Elsevier, vol. 154(C).
    2. Andrea Mangani & Barbara Pacini, 2025. "The Impact of Fines on Deceptive Advertising: Evidence from Italy," Journal of Consumer Policy, Springer, vol. 48(1), pages 23-50, March.
    3. Alexandre Chirat, 2022. "Consumer sovereignty in the digital society," EconomiX Working Papers 2022-25, University of Paris Nanterre, EconomiX.
    4. Nocito, Samuel & Sartarelli, Marcello & Sobbrio, Francesco, 2023. "A beam of light: Media, tourism and economic development," Journal of Urban Economics, Elsevier, vol. 137(C).
    5. Mònica Guillen-Royo, 2018. "Sustainable consumption and wellbeing: does on-line shopping matter?," Working Papers on Innovation Studies 20181022, Centre for Technology, Innovation and Culture, University of Oslo.
    6. Darren Filson, 2023. "Dissecting decline in the economy-wide advertising intensity 1997-2017," Economics Bulletin, AccessEcon, vol. 43(3), pages 1444-1452.
    7. Herranz, Moisés Meroño & Turino, Francesco, 2023. "Tax evasion, fiscal policy and public debt: Evidence from Spain," Economic Systems, Elsevier, vol. 47(3).

    More about this item

    JEL classification:

    • E32 - Macroeconomics and Monetary Economics - - Prices, Business Fluctuations, and Cycles - - - Business Fluctuations; Cycles
    • D11 - Microeconomics - - Household Behavior - - - Consumer Economics: Theory
    • J22 - Labor and Demographic Economics - - Demand and Supply of Labor - - - Time Allocation and Labor Supply
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:wly:econjl:v:128:y:2018:i:613:p:2106-2130. See general information about how to correct material in RePEc.

    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.

    We have no bibliographic references for this item. You can help adding them by using 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 RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Wiley Content Delivery (email available below). General contact details of provider: https://edirc.repec.org/data/resssea.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.