DYNAMICS OF RETAIL ADVERTISING: EVIDENCE FROM A FIELD EXPERIMENT

被引：29
|
作者：
Simester, Duncan [1 ]
Hu, Yu [2 ]
Brynjolfsson, Erik [1 ]
Anderson, Eric T. [3 ]
机构：
[1] MIT, Alfred P Sloan Sch Management, Ctr Digital Business, Cambridge, MA 02142 USA
[2] Purdue Univ, Krannert Sch Management, W Lafayette, IN 47907 USA
[3] Northwestern Univ, Kellogg Sch Management, Evanston, IL 60208 USA
来源：
ECONOMIC INQUIRY | 2009年 / 47卷 / 03期
关键词：
PRODUCT QUALITY; INFORMATION; PRICE; CHOICE; MARKET; MODEL; COMPETITION; INDUSTRY;
D O I：
10.1111/j.1465-7295.2008.00161.x
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
We use a controlled field experiment to investigate the dynamic effects of retail advertising. The experimental design overcomes limitations hindering previous investigations of this issue. Our study uncovers dynamic advertising effects that have not been considered in previous literature. We find that current advertising does affect future sales, but surprisingly, the effect is not always positive; for the firm's best customers, the long-run outcome may be negative. This finding reflects two competing effects: brand switching and intertemporal substitution. We also find evidence of cross-channel substitution, with the firm's best customers switching demand to the ordering channel that corresponds to the advertising. (JEL L2, L81, M3).
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页码：482 / 499
页数：18
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