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Attention, Media and Fuel Efficiency


  • Thoenes, Stefan

    () (Energiewirtschaftliches Institut an der Universitaet zu Koeln)

  • Gores, Timo

    (Energiewirtschaftliches Institut an der Universitaet zu Koeln)


This study examines attention effects in the market for hybrid vehicles. We show that local media coverage, gasoline price changes and unprecedented record gasoline prices have a significant causal impact on the consumers’ attention. As attention is not directly observable, we analyze online search behavior as a proxy for the revealed consumer attention. Our study is based on weekly panel data of local newspaper coverage, gasoline prices and Google search trends for 19 metropolitan areas in the US. Additionally, we use monthly state-level panel data to show that the adoption rate of the hybrid vehicle technology is robustly related to our measure of attention.

Suggested Citation

  • Thoenes, Stefan & Gores, Timo, 2012. "Attention, Media and Fuel Efficiency," EWI Working Papers 2012-11, Energiewirtschaftliches Institut an der Universitaet zu Koeln (EWI).
  • Handle: RePEc:ris:ewikln:2012_011

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    References listed on IDEAS

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    More about this item


    consumer behavior; attention; media; gasoline price; energy efficiency; hybrid vehicle;

    JEL classification:

    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • D83 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Search; Learning; Information and Knowledge; Communication; Belief; Unawareness
    • L62 - Industrial Organization - - Industry Studies: Manufacturing - - - Automobiles; Other Transportation Equipment; Related Parts and Equipment
    • Q41 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Energy - - - Demand and Supply; Prices

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