A Longitudinal Model to Decompose the Effects of an Advertising Stimulus on Family Consumption
构建了一个通用模型，将广告对家庭消费的影响分解为价格广告交互、短期效应和长期效应，并提供了参数化形式以检验不同广告效果理论。
A general model describing individual consuming unit response to an advertising stimulus is developed. The measure of behavior utilized is consumption. In the model, the various effects of advertising on behavior are decomposed. These are price-advertising interactions, transitory or short-run effects, and permanent or long-term effects. Specific parameterized forms of the model demonstrate how alternative theories of the effects of advertising can be tested.