DYNAMICS OF RETAIL ADVERTISING: EVIDENCE FROM A FIELD EXPERIMENT

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 t...

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Veröffentlicht in:	Economic inquiry 2009-07, Vol.47 (3), p.482-499
Hauptverfasser:	SIMESTER, DUNCAN, HU, YU (JEFFREY), BRYNJOLFSSON, ERIK, ANDERSON, ERIC T.
Format:	Artikel
Sprache:	eng
Schlagworte:	Advertising Brand image Consumer behavior Consumer preferences Consumers Customers Demand Dynamic models Effects Evaluation Expenditures Experimental economics Experiments Industry sales and revenue Internet Marketing Packaged goods Retail industry Retail sales Retail stores Retail trade Studies U.S.A
Online-Zugang:	Volltext
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