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).

引用

页码：482 / 499

页数：18

共 50 条

[31] Exploring Energy Use in Retail Stores: A Field Experiment
Loureiro, Maria
Labandeira, Xavier
[J]. ENERGY ECONOMICS, 2019, 84
[32] Price Discrimination by Negotiation: a Field Experiment in Retail Electricity*
BYRNE, D. A. V. I. D. P.
MARTIN, L. E. S. L. I. E. A.
NAH, J. I. A. S. H. E. E. N.
[J]. QUARTERLY JOURNAL OF ECONOMICS, 2022, 137 (04): : 2499 - 2537
[33] USING STORE MUSIC FOR RETAIL ZONING - A FIELD EXPERIMENT
YALCH, RF
SPANGENBERG, E
[J]. ADVANCES IN CONSUMER RESEARCH, 1993, 20 : 632 - 636
[34] When Commitment Fails: Evidence from a Field Experiment
John, Anett
[J]. MANAGEMENT SCIENCE, 2020, 66 (02) : 503 - 529
[35] Behavioral Microfinance: Evidence from a Field Experiment in Cairo
Alia, Hayyan
Mateu, Guillermo
Sutan, Angela
[J]. STRATEGIC CHANGE-BRIEFINGS IN ENTREPRENEURIAL FINANCE, 2015, 24 (01): : 85 - 97
[36] The Structure of Health Incentives: Evidence from a Field Experiment
Carrera, Mariana
Royer, Heather
Stehr, Mark
Sydnor, Justin
[J]. MANAGEMENT SCIENCE, 2020, 66 (05) : 1890 - 1908
[37] Votes and Violence: Evidence from a Field Experiment in Nigeria
Collier, Paul
Vicente, Pedro C.
[J]. ECONOMIC JOURNAL, 2014, 124 (574): : F327 - F355
[38] Targeting the Poor: Evidence from a Field Experiment in Indonesia
Alatas, Vivi
Banerjee, Abhijit
Hanna, Rema
Olken, Benjamin A.
Tobias, Julia
[J]. AMERICAN ECONOMIC REVIEW, 2012, 102 (04): : 1206 - 1240
[39] Monitoring corruption: Evidence from a field experiment in Indonesia
Olken, Benjamin A.
[J]. JOURNAL OF POLITICAL ECONOMY, 2007, 115 (02) : 200 - 249
[40] Blood donations and incentives: Evidence from a field experiment
Goette, Lorenz
Stutzer, Alois
[J]. JOURNAL OF ECONOMIC BEHAVIOR & ORGANIZATION, 2020, 170 : 52 - 74

← 1 2 3 4 5 →