Estimation of a Longitudinal Model to Decompose the Effects of an Advertising Stimulus on Family Consumption
利用消费者面板数据，估计了一个分离广告实验对家庭消费行为各种影响的模型，发现广告有显著的短期效应，而长期影响和价格-广告交互作用可忽略。
A model which separates the various effects of an advertising experiment on a family's consumption behavior is estimated using consumer panel data. It is determined that there were significant transitory or short-run effects of the advertising, while permanent influences and price-advertising interactions were negligible. Implications of both the empirical results for management and the modeling approach for market researchers are discussed.