The Sales and Competitive Effects of Styling and Advertising Practices in the U.S. Auto Industry
利用22年间美国多数车型的数据，发现广告和造型变化都能提升销量，但广告效果短暂而造型影响持久；竞争对手的造型会抵消自身销量，而广告则能扩大市场总销量。
This paper utilizes a detailed data set on most U.S. car models over a twenty-two-year period to determine the impact of advertising and product styling. It finds that, while advertising and style change each increases a model's sales, advertising is short-lived but styling has a much longer impact. Rivals' styling reduces own-model sales to the point that the overall market effect is self-canceling. Rivals' advertising, by contrast, does not greatly affect own sales, so that marketwide advertising does increase total sales. These results add several twists to previous analyses of this industry. Copyright 1993 by MIT Press.